Why mobile esports is the next big arena for APAC brands

China remains a powerhouse in mobile gaming, pulling in over 31% of global revenue. Meanwhile, countries like Indonesia and the Philippines are seeing a sharp rise in mobile game installs and longer play sessions – clear signs that engagement is deepening.

And in Thailand and Malaysia, esports has been officially recognized as a professional sport, unlocking new funding and institutional support. It’s even being included in global sporting tournaments, with blockbuster title Mobile Legends: Bang Bang (MLBB) unveiled as the headline esports event at the 33rd Southeast Asian Games in Thailand this December.

This official recognition, combined with the massive popularity of gaming among 16–24-year-olds, the rise of live streaming platforms and improved internet connectivity in the region, have contributed to the APAC boom.

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Meanwhile, esport leagues’ massive prize pools, global player rosters, and skyrocketing viewership are propelling esports leagues into an unstoppable upward trajectory.

For instance, July’s upcoming MLBB Mid Season Cup in Saudi Arabia is offering a record-breaking prize pool of $3m - the highest in MLBB esports history - and will include teams from Indonesia, the Philippines, Malaysia, Singapore, China and North America.

Meanwhile, the sixth edition of MLBB’s international flagship tournament, the M6 World Championship, held in Malaysia at the end of 2024, drew in 4.1 million concurrent viewers at its peak, with 475 million hours watched – cementing MLBB as the most-watched esport title in the world.

Brands not just playing around

With 1.5 billion global users across 190 countries and as the first esports event series to surpass one billion hours of watch time, MLBB has emerged as the dominant force in this new global sports arena. But is the opportunity for brands just as massive?

Well, yes, potentially. Gaming is a main source of entertainment for Gen Z and millennials, 87% of whom play regularly. They’re a captive, engaged audience who participate, share and celebrate - with deep pockets. APAC gamers spent $86bn on games in 2023 alone. And they’re also a savvy one that’s tricky to reach through traditional channels. Nearly all of them (99%) skip ads when given the option.

But – and this is a big but – 50% of gamers discover new brands while they’re in play and 79% are more likely to buy from game sponsors, according to Moonton Games’ internal research. These consumers emotionally invest in their chosen arenas, especially when developers like MLBB’s Moonton Games uses local market heroes like Lapu Lapu in the Philippines or Indonesia’s Gatotkaca as in-game characters,

This presents brands with a fertile playing field of opportunity for brand storytelling and community engagement. It’s little wonder that a wide range of global names like KFC, Nescafe, Garnier, JD and Samsung are increasingly investing in esports brand experiences which build loyalty, generate media value and drive sales.

The esports brand playbook

Any brand with enough budget can play. But how do they win? The old rule about being part of the play, rather than interrupting it, is key. And, increasingly, so is a holistic strategy, says Adrian Cher, head of global sales, MLBB esports:

“Brand success in esports today isn’t just about what happens in-game. It’s about building wider strategies that engage this fanbase across every touchpoint, from livestreams to social media to offline events. That’s how you create lasting connections. And it really pays off: engaging with such a passionate audience boost conversions.”

These days, leading games publishers are offering brands multiple brand amplification opportunities, including broadcast integrations, social content, talent engagements, and on-ground activations like fan festivals featuring music performances by leading artists. Little wonder that these sorts of real-world engagement experiences are being seized by non-endemic brands as well as gaming and sports-related companies.

Take, for instance, jewelry and accessories brand Fairrie, which used its prize sponsorship of MLBB’s M6 World Championship to boost brand awareness. The brand pivoted away from the traditional luxury marketing playbook when it realized that, for young people, gaming is a powerful form of self-expression. And so Fairrie brought this spirit of celebration, achievement and community to life through wearable symbols of in-game glory - a range of MLBB-inspired accessories such as the M6 Dreamwatch and Champions Rings for fans as well as winners.

The brand also engaged fans and influencers at its immersive reality experience held at the M6 real world Gala and Carnival events. The result? 15 billion brand impressions, 87% positive brand sentiment and a 6% online conversion rate – well above the standard retail industry 2% rate.

As Cher says: “Esports aren’t just having a moment: they’re shaping the future of fan culture. And brands that want to stay relevant need to move at the speed of play. Brands winning today are those who show up authentically, add value to the experience, and engage fans where they already live – on mobile, in-game, and in the real world.”

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