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The Mobile Legends: Bang Bang (MLBB) M6 World Championship made a huge splash last year by generating an impressive €115 million (around £97 million) in brand value for its partners. This incredible figure comes from a detailed report by esports analytics company Shikenso, showing just how powerful mobile esports tournaments have become in the global gaming market.
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Streaming and Social Media Drive Massive Exposure
Out of the total brand value, over €63 million (£53.5 million) came from streaming platforms, where millions of fans tuned in to watch the competition live. Meanwhile, social media buzz contributed another €51.8 million (£44.4 million) in exposure. This highlights how crucial online engagement and digital presence are for brands sponsoring esports events today.
Record-Breaking Viewership and Partner Visibility
The M6 World Championship set a new record for MLBB with a peak audience of 4.13 million viewers, making it the most-watched world championship in the game’s history. This was tracked in real-time thanks to the partnership between MOONTON Games (MLBB’s developer) and Shikenso Analytics, who monitored how partner brands performed throughout the tournament.
Sponsors received huge visibility, with brands appearing over 3.4 million times during the event. The total gross impressions reached a staggering 85 billion, and fans spent 170 million hours engaging with branded content, showcasing the immense scale of audience interaction.
Top Brands and Sponsorship Assets That Delivered Results
The championship attracted many well-known brand partners including Qiddiya, Republic of Gamers, Fairrie, Meiji Hello Panda, Secretlab, Hotlink, and JD Sports, among others. These brands benefited from highly effective sponsorship placements.
Exclusive assets like the caster desk alone accounted for nearly one-third of the total media value, with stage branding, exclusive brand placements, and in-game overlays combining to create 82% of the event’s media value. This shows how well-integrated branding can maximize return on investment (ROI) for sponsors.
Beyond Broadcast: The Rise of Social Media and Branded Content
Non-broadcast channels like social media also played a key role, providing strong brand visibility and high ROI through logo placements and engaging branded content. This signals a shift in esports marketing, where brands look beyond traditional coverage to reach audiences across multiple platforms.
Insights from MOONTON Games and Shikenso Analytics
Adrian Cher, Head of Global Sales at MOONTON Games, highlighted the importance of the M Series World Championship, which accounted for nearly 20% of MLBB’s total 476 million watch hours in 2024. He also praised Shikenso’s data-driven approach for delivering transparent, detailed metrics that help optimize sponsorship deals and boost fan engagement.
Shikenso’s Role in Esports Analytics
Founded in Germany in 2017, Shikenso Analytics is a major player in tracking media value for gaming and esports events worldwide. Recently, the company signed a multi-year partnership with ESL FACEIT Group to expand their data insights across global tournaments.
Conclusion
The MLBB M6 World Championship’s €115 million brand value demonstrates the immense commercial potential of mobile esports. With millions of passionate fans and innovative sponsorship strategies, this event sets new benchmarks for audience engagement and marketing success in the esports industry.
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