Last year’s Mobile Legends: Bang Bang (MLBB) M6 World Championship wasn’t just a spectacle for fans—it was a powerhouse for brand exposure. According to a Shikenso Analytics report, the event generated a staggering €115 million in brand value for its partners.
Breaking Down the Numbers
The report highlighted two major revenue streams:
- €63.4 million from streaming platforms
- €51.8 million through social media engagement
This success followed a collaboration between Shikenso Analytics and MOONTON Games, the developer behind MLBB. The partnership allowed real-time tracking of brand performance, ensuring sponsors received maximum visibility.
Record-Breaking Viewership
The tournament shattered records, peaking at 4.13 million concurrent viewers, making it the most-watched MLBB championship ever. Beyond live viewership, partner brands were showcased 3.4 million times, accumulating 85 billion impressions and 170 million hours of branded content engagement.
What Drove the Highest Brand Value?
MOONTON focused on delivering strong ROI for sponsors by optimising key assets. The report revealed that:
- Exclusive sponsorship placements boosted value by up to 70%.
- The caster desk was the top-performing asset, contributing nearly one-third of total media value.
- Combined with stage branding, in-game overlays, and exclusive placements, these assets drove 82% of the event’s total media value.
Social Media’s Growing Influence
Non-broadcast channels also played a crucial role, proving that branded content outside traditional streams holds major potential. Logo placements on social media delivered particularly high returns.
MOONTON’s Take on the Success
Adrian Cher, Head of Global Sales at MOONTON Games, noted that the M Series World Championship has been pivotal in MLBB’s esports growth, accounting for nearly 20% of the 476 million watch hours in 2024. He emphasised that Shikenso’s data-driven insights helped refine sponsorship strategies and deepen audience engagement.
Shikenso’s Expanding Reach
Since its founding in 2017, Shikenso Analytics has become a leader in gaming and esports media valuation. Their recent partnership with ESL FACEIT Group further cements their role in shaping sponsorship analytics for major tournaments.