In an unexpected but powerful pairing, luxury accessory brand Fairrie and MOONTON Games have proven that gaming and high-end fashion can be a winning match.
Their groundbreaking collaboration at the M6 World Championship has not only earned critical acclaim but also set a new benchmark in cross-industry branding, taking home Gold in the Gaming category and Silver for Partnerships or Collaboration at The Drum Awards Marketing APAC 2025.
Held at the Suntec Singapore Convention & Exhibition Centre, the M6 World Championship served as the flagship international esports tournament for Mobile Legends: Bang Bang (MLBB), and this year, it wasn’t just about epic matches—it was about style, identity, and redefining luxury through gaming.
A Bold Step into the Gaming Arena
Fairrie, a newcomer in the luxury jewellery space, entered the market not through the usual high-fashion avenues, but by stepping directly into the heart of the esports universe.
Recognising the global pull and cultural weight of MLBB’s M Series, the brand launched at M6 with a purpose: to celebrate in-game excellence with wearable art.
Fairrie’s decision to partner with MLBB was far from random. With millions of highly engaged fans watching and attending the event, the M6 World Championship offered a prime opportunity to connect with a digitally native, passionate, and style-conscious demographic.
Fairrie understood that for today’s youth, gaming isn’t just entertainment—it’s identity, aspiration, and community.
Co-Creating Gaming-Inspired Luxury
To bring this vision to life, Fairrie and MOONTON Games co-developed exclusive jewellery collections inspired by MLBB heroes and the tournament’s competitive spirit.
Championship rings, custom medals, and Swiss-made M Series watches were awarded to the winning teams, blending virtual achievement with real-world celebration.
This approach wasn’t just symbolic—it was strategic. By aligning its brand with a prestigious esports event, Fairrie embedded itself into a thriving community in a way that felt both authentic and aspirational.
The results? A 6% conversion rate—triple the industry average for luxury brands—clearly proving that gaming audiences are not only passionate but ready to support brands that speak their language.
Immersive Engagement Through XR and On-Site Activations
Beyond product placements and sponsorships, Fairrie went the extra mile at the M6 Carnival. Its booth wasn’t a typical retail display—it was a fully immersive experience.
Powered by eXtended Reality (XR), fans could interact with jewellery pieces set in MLBB-themed environments, allowing them to “step into the game.”
This activation didn’t just attract attention—it generated over USD 14 million in media value and 15 billion impressions, making it one of the most talked-about brand presences at the tournament.
Fairrie successfully created a tangible bridge between gaming fantasy and luxury reality, resonating with both casual attendees and hardcore esports fans.
Driving Real Value for Non-Endemic Brands
Speaking about the success, Ringo Lung, Senior Regional Esports Sales Manager at MOONTON Games, emphasized the broader impact:
“Partnerships like these showcase real business value that brands can unlock through MLBB esports… Fairrie’s success at the M6 demonstrates how diverse, non-endemic brands can connect authentically with the MLBB gaming and esports community.”
This partnership highlights a growing trend—non-gaming brands are increasingly seeing esports as fertile ground for authentic engagement and marketing innovation.
For Julius See, CEO of Fairrie, the campaign was more than a marketing play—it was a storytelling opportunity:
“MLBB esports gave Fairrie a platform to tell a new story, one where gaming achievements translate into real-world celebration… The success we’ve achieved shows that authentic stories resonate with audiences even across industries.”
With such a powerful debut, Fairrie has already hinted at further involvement in the gaming scene, including potential activations at the upcoming M7 World Championship.
The Future of Esports x Luxury Collaborations
The Fairrie x M6 campaign is a masterclass in modern branding. It demonstrates that when executed with authenticity, creativity, and strategic alignment, even the most unlikely collaborations can strike gold—literally and figuratively.
As esports continues to grow and diversify its audience, expect more luxury, fashion, and lifestyle brands to follow Fairrie’s lead. With high engagement, passionate communities, and global reach, the gaming space is fast becoming the next frontier for brand storytelling.
Watch this space—because when esports meets elegance, magic happens.
For partnership opportunities, please reach out to partnerships@moonton.com
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