When I visited MOONTON Games’ headquarters in Shanghai last month, I sat down with Cherry Xia, Vice President and Head of Game Publishing and Esports, for a long, insightful conversation about the company’s evolving identity. While MOONTON is widely recognized for Mobile Legends: Bang Bang, it quickly became clear that their ambitions reach far beyond a single flagship franchise.
Building a Multi-Franchise Future
As we settled into the meeting room overlooking Shanghai’s skyline, Cherry explained that despite MOONTON’s growing portfolio, the company takes a thoughtful, disciplined approach to expanding its IP universe.
She said. “MOONTON Games is a company that highly values IP accumulation and focuses on sustainable operation. We have been relatively prudent in expanding our product lines.”
She walked me through how the success of Mobile Legends: Bang Bang paved the way for their next steps. The launch of Mobile Legends: Adventure (MLA) wasn’t just a spin-off, it helped MOONTON deepen its understanding of the team-RPG space. That expertise later evolved into new titles like Watcher of the Realms (2023), Silver and Blood (2025), and ACECRAFT (2025), supported by dedicated R&D teams.
Competitive games remain MOONTON’s backbone. Cherry spoke with pride about Magic Chess Go Go’s global launch, which performed so strongly that it’s set to debut as a demonstration event at the 33rd SEA Games, a rare feat for a new competitive title. “We may also release some new competitive products next year. Please look forward to them” she added with a smile, hinting at what’s next.
The MOONTON Games DNA
When I asked what defines a MOONTON title, Cherry didn’t hesitate: “Player Experience First.” Every project begins with one question: How do we deliver thoughtful and memorable gaming experiences for global players?
That mindset shapes gameplay, world-building, art direction, collaborations , even the partners they choose. Cherry shared examples from their recent releases:
Silver and Blood, built with collaboration from composer Yasunori Nishiki and veteran voice actors including Stephane Conicard, resonated strongly with fans of gothic fantasy, topping charts in South Korea, Macau, and Thailand.
Acecraft, meanwhile, leans into nostalgia with rubber-hose animations and crossovers like Tom and Jerry and Looney Tunes. These aren’t just cosmetic, they integrate directly into missions, mechanics, and rewards. Even animation legend John Pomeroy praised the game’s craftsmanship.
And with MCGG, a crossover with THE KING OF FIGHTERS introduced new synergies, commanders, and even a KOF-themed chessboard, not as a gimmick, but as an expansion of strategic depth.
Everything, Cherry emphasized, must enhance the player experience and never sit on top of it.
The company’s motto, “Rise Above Limits,” is more than branding. It’s their internal reminder to keep redefining what’s possible on mobile while staying accessible to players everywhere.
Maintaining Identity Across Games
Despite rapid growth, MOONTON ensures each new title feels distinct is tailored to the interests of specific target markets and player communities.
Cherry explained, “Silver and Blood appeals to fans of vampire lore, dark fantasy settings, anime-style cutscenes, and strategic turn-based gameplay. Its tone and audience are very different from Acecraft, which features playful characters and resonates more with arcade/shooting enthusiasts.”
Yet even with these differences, players can still recognize the MOONTON touch, a commitment to quality, accessibility, and thoughtful design choices.
Listening to Players: Community & Creators
A recurring theme throughout our conversation was MOONTON’s near-obsessive focus on player feedback. Cherry explained that teams monitor global communities daily, not just metrics, but real conversations and sentiments. They also frequently travel worldwide to conduct face-to-face interviews, immersing themselves in players’ lives and cultures.
This is deeply tied to their value of “Player Experience First,” Cherry added. The company constantly update the understanding of player expectations. They find joy in their positive feedback, and take accountability when something needs improvement.
Creators and community programs play a major role too, not as promotional tools, but as part of the content pipeline that shapes live operations and future updates.
The Importance of Localisation & Cultural Respect
As a global company, MOONTON doesn’t treat localisation as a translation task, it’s world-building. Cherry shared how cultural research shapes their approach. Their teams collaborate across offices, conduct on-ground research, and build regionally resonant characters and content.
One example she highlighted was Kalea, MLBB’s hero inspired by Southeast Asian serpent myths: the Bakunawa, Antaboga, Seri Gumum, and Phaya Naga. Earlier we spoke to the designer about the creation process. According to Cherry, these mythologies carry deep cultural weight as they wanted to represent them respectfully and authentically.
A Portfolio Designed to Complement, Not Compete
Before wrapping up, I raised a question many in the industry wonder about: With new MOONTON IPs emerging, do they risk competing with MLBB?
Cherry shook her head. “They’re built to serve different kinds of players,” she explained. “Each title has its own personality, art style, tone, gameplay depth, and storytelling approach.” MOONTON’s philosophy is simple: diversify the portfolio so players can easily find something that matches their interests.
By combining player research, genre expertise, and global cultural understanding, the company ensures each title stands strong on its own, while supporting the broader ecosystem.
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