MOONTON Games, the powerhouse behind Mobile Legends: Bang Bang (MLBB), has achieved a monumental win at The Marketing Events Awards 2025, securing the prestigious Gold award in the Best Hybrid Event category.
This recognition cements MLBB’s M6 World Championship (M6) not only as an esports phenomenon but also as a groundbreaking platform for brand partnerships and storytelling.
Held in Kuala Lumpur, the M6 World Championship was more than just a tournament—it was a celebration of gaming, culture, and innovative brand engagement.
Garnering over 4.12 million Peak Concurrent Viewers and an incredible 85 million Hours Watched, M6 became the most-watched mobile esports tournament of 2024, affirming MLBB’s position at the top of global esports charts.
A Platform That Transcends Gaming
MOONTON Games has long demonstrated its commitment to creating immersive player experiences, but the M6 campaign elevated this to new heights. Central to the event was the M6 Carnival, MLBB’s first fan festival, which attracted over 16,000 attendees.
With a mix of cosplay, branded activations, and fan meet-and-greets, the carnival offered a physical extension of the MLBB universe.
The campaign also went viral across digital platforms. Through in-game promotions, co-streaming campaigns, and social media engagement, M6 reached 1.26 billion users online.
Highlights included a gamified leaderboard that generated 17 million additional Hours Watched and the Qiddiya Play of the Day, which encouraged fans to create and share their favourite M6 moments in exchange for in-game rewards.
Fairrie’s Bold Entry into Esports
One of the standout partnerships during the M6 Championship was with Fairrie, a luxury jewellery and watch brand. Fairrie made its esports debut in style, launching exclusive MLBB-inspired pieces—including medals, rings, and watches—designed as wearable symbols of triumph and identity.
At the heart of the campaign was the M6 Champions Series, awarded to the tournament winners, blending fashion and fandom in a completely new way.
With a 6% conversion rate, triple the industry average, Fairrie’s collaboration with MLBB proved that luxury and gaming can coexist—and thrive.
Fairrie’s immersive XR-powered booth at the M6 Carnival pushed the boundaries of hybrid retail. Visitors could interact with the brand in a virtual setting while being physically present, resulting in 15 billion impressions and over USD 14 million in media value, according to Shikenso Analytics.
Fairrie CEO Julius See shared,
“The MLBB community understands stories of identity and victory—values at the heart of our brand. This campaign allowed us to connect with fans in a way that’s meaningful, authentic, and unforgettable.”
Winning Beyond the Game
The campaign’s success wasn’t limited to The Marketing Events Awards. MOONTON Games also bagged Gold in the Gaming category and Silver for Partnerships or Collaborations at The Drum Awards Marketing APAC.
These wins highlight the brand’s partnership-first philosophy, which empowers even non-endemic partners to make a lasting impact.
Ringo Lung, Senior Regional Esports Sales Manager at MOONTON Games, commented:
“This award isn’t just about great execution—it’s about meaningful engagement. We help brands move beyond logos and sponsorships to create campaigns that fans love and remember.”
This strategic mindset has enabled MOONTON Games to consistently deliver results-driven marketing, elevating MLBB from a game into a global branding platform.
What’s Next for MLBB Esports?
The success of M6 sets the stage for M7 World Championship, which will be held in Jakarta, the heart of MLBB’s most passionate fanbase. With the MLBB Professional League (MPL) Indonesia consistently pulling in over 100 million Hours Watched across four seasons, M7 is expected to raise the bar even higher.
From culture-rich activations to gamified digital engagement, the future of MLBB Esports continues to shine brightly—fuelled by creativity, collaboration, and community.
Ready to Partner with MLBB?
Whether you’re an emerging brand or an established giant, MLBB offers a unique opportunity to connect with one of the most engaged communities in esports. For brand partnership inquiries, reach out to: partnerships@moonton.com. For more information, visit https://en.moonton.com.
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