MOONTON Games, the studio behind Mobile Legends: Bang Bang (MLBB), has announced that the M6 World Championship generated over $129 million in brand value for its partners.
In collaboration with German sponsorship analytics firm Shikenso Analytics, this milestone was highlighted in a newly released, free-to-download case study demonstrating the impact of data in esports partnerships.
As the world’s most-watched mobile esports title in 2024, MLBB achieved over 1 billion hours of cumulative watch time, according to esports charts. The M6 tournament alone accounted for more than 85 million watch hours, making it the most viewed event in M-Series history.
Of the $129 million total brand value, $71.4 million was generated via streaming platforms, while $58.4 million came through social media exposure. Partner brands were featured more than 3.4 million times throughout the tournament.
To achieve this, MOONTON Games collaborated with Shikenso Analytics ahead of the M6 to integrate real-time sponsorship performance tracking across broadcasts and social media. These insights enabled the optimization of partner visibility, audience engagement, and content placement, enhancing the overall sponsorship strategy.
The case study reveals staggering metrics: over 85 billion gross impressions and 170 million hours of brand asset view time. It serves as a data-driven playbook for other publishers and sponsors aiming to unlock more value from their esports investments.
Adrian Cher, Head of Global Sales at MOONTON Games, stated, “Working with Shikenso has given us valuable insights into audience engagement and brand visibility”
Shikenso Co-CEO Arwin Fallah Shirazi added, “Data is more than a reporting tool; it has become the backbone of strategic partnership planning.”
With over 1.5 billion installations, MLBB continues to set the benchmark for mobile esports, and the success of M6 is a testament to the power of combining content with intelligent analytics.