MOONTON Games has added another trophy to its cabinet, clinching the Gold award for Best Hybrid Event at the Marketing Events Awards 2025. The winning entry? Its multi-layered, high-impact campaign at the M6 World Championship (M6)—a testament to how Mobile Legends: Bang Bang (MLBB) Esports is evolving into the industry’s most powerful platform for brand partnerships.
This recognition places MOONTON Games at the forefront of esports marketing innovation, redefining how brands connect with audiences on and off the screen.
“We don’t just run world-class events—we build campaigns that speak directly to the players,” said Ringo Lung, Senior Regional Esports Sales Manager at MOONTON Games.
“Winning Gold is more than a milestone—it’s a validation of how we help brands create long-term value through authentic fan engagement.”
🎮 From Gameplay to Brand Play: The M6 Experience
The M6 World Championship, held in Kuala Lumpur, shattered records and expectations alike. With over 4.12 million Peak Concurrent Viewers and 85 million Hours Watched, M6 cemented MLBB’s place as the world’s most-watched mobile esports title of 2024.
But the tournament was just the beginning.
MOONTON Games created a holistic brand journey with three major touchpoints:
- The M6 Carnival: The first-ever MLBB fan festival, welcoming over 16,000 attendees to an IRL gaming wonderland filled with meet-and-greets, branded activations, and immersive zones.
- The Opening Ceremony (Presented by Qiddiya): A stunning audiovisual spectacle at Axiata Arena, transforming esports into cultural performance and redefining what brand visibility looks like on the global stage.
- Digital Engagement: Over 1.26 billion users engaged online through in-game integrations, co-streaming leaderboards, and the Qiddiya Play of the Day—a UGC-focused campaign that turned fans into storytellers.
🌍 “This campaign was a masterclass in hybrid engagement,” noted industry analysts. “It unified physical presence, digital content, and interactive tools to create a deeply immersive ecosystem.”
💍 Fairrie Shines with Daring Esports Debut
One of the breakout stories of the M6 campaign was the bold entry of Fairrie, a luxury jewellery and Swiss watch brand. Ditching traditional marketing, Fairrie launched its debut collection in the heart of esports, aligning with MLBB’s values of triumph, identity, and legacy.
- The M6 Champions Series: Medals, rings, and watches awarded to the championship team made Fairrie’s brand synonymous with victory.
- XR Retail Pop-up: At the M6 Carnival, Fairrie brought luxury into the metaverse with an extended reality retail booth that blended physical product with digital immersion.
- Impact:
- 6% conversion rate, triple the industry average
- 15 billion+ impressions
- $14 million USD in media value (via Shikenso Analytics)
“Launching at the M6 was a bold move,” said Julius See, CEO of Fairrie.
“But it allowed us to connect directly with a community that values passion and storytelling. The results have been phenomenal.”
🌐 Strategic Wins with Global Reach
The campaign’s success doesn’t stop at gold. MOONTON Games also picked up Gold (Gaming) and Silver (Partnerships or Collaborations) at The Drum Awards Marketing APAC 2025—further proving its ability to help both endemic and non-endemic brands unlock new audiences.
This results-driven, player-first strategy is now a blueprint for how esports can drive measurable brand success through cultural relevance, immersive storytelling, and authentic interaction.
🚀 What’s Next: M7 in Jakarta
Looking ahead, MOONTON Games is already building toward another landmark event. The M7 World Championship will head to Jakarta, home to one of MLBB’s most passionate fanbases. With MPL Indonesia consistently delivering 100 million+ Hours Watched per season, M7 is shaping up to be a record-breaking celebration of esports and branded innovation.
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