MLBB redraws global eSports map as brands follow expanding audience

Mobile Legends: Bang Bang (MLBB) is accelerating its transformation from a Southeast Asia-centric gaming phenomenon into a globally scalable eSports and marketing platform, as publisher MOONTON Games rolls out a five-region overhaul designed to attract new audiences, partners and markets.

Unveiled during the M7 World Championship Grand Finals in Jakarta, the 2026 MLBB Esports Roadmap sets out an ambitious blueprint that blends competitive restructuring with cultural localisation and commercial scale. At the centre of the strategy is a push into Europe and the Middle East, with Türkiye confirmed as the host of the M8 World Championship Finals in January 2027 - the first time the flagship M Series will be staged in Europe.

Cloud Zhang, CEO of MOONTON Games, framed the roadmap as a decisive step in turning MLBB into a truly global entertainment property, rather than a regional eSports success story.

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The scale is already evident. The recently concluded M7 World Championship became the most-watched mobile eSports event in history, peaking at 5.68 million concurrent viewers, according to Esports Charts. For brands, those numbers reinforce MLBB’s appeal as a mass-reach, youth-driven platform at a time when traditional media continues to fragment.

A five-region model built for scale

From 2026, MLBB Esports will operate under a five-region structure: Southeast Asia (SEA); Eastern Europe and Central Asia (EECA); Europe, the Middle East and Africa (EMEA); East Asia (EA); and the Americas (AMER). The aim is to balance global integration with local relevance - a structure that mirrors how global brands increasingly organise their marketing operations.

Central to this model is the Championship Tour, an intercontinental tournament piloted across AMER, EA and SEA. Designed to raise competitive standards while surfacing new talent, the tour also provides a consistent narrative and sponsorship asset across multiple markets.

“With this blueprint, we’re taking a long-term view of what MLBB Esports can be. Every community will have the chance to grow and develop its own identity while remaining connected to a larger ecosystem. This transition is as much about integration as it is about expansion. By bringing emerging regions into the fold, we ensure that every market plays a central role in the competitive landscape. Layering development, competition, and community in this way allows each region to contribute meaningfully while strengthening the ecosystem as a whole,” said Tiger Xu, global head of MLBB Esports at MOONTON Games.

For marketers, the region-led approach creates clearer entry points for partnerships - from local league integrations to global tournament sponsorships - while maintaining a unified global brand.

Europe beckons, Thailand activates

Türkiye’s role as host of the M8 World Championship Finals marks a symbolic shift in MLBB’s geographic focus. Long dominant in Southeast Asia, the title is now betting on emerging growth in Europe, Eastern Europe and the Middle East, regions where mobile gaming adoption is rising but large-scale eSports ecosystems are still maturing.

“Hosting the M8 World Championship in Türkiye is a defining moment for MLBB Esports. For the first time in M Series history, we’re stepping beyond our Southeast Asian strongholds and expanding its footprints in a new region. This move reflects our confidence in the growth of emerging MLBB regions and our focus on integrating them into a broader, connected ecosystem,” Xu said.

“Strategically, the M8 World Championship shapes MOONTON Games’ approach to regional integration and reinforces our vision for a unified, global competitive ecosystem. It also lays the foundation for sustainable, long-term development, positioning MLBB Esports for continued leadership in the years ahead.”

Thailand will simultaneously host the M8 Wild Card, its first-ever M Series event, reinforcing Southeast Asia’s continued importance as both a competitive and commercial core.

From eSports to sporting legitimacy

Beyond standalone tournaments, MLBB is also deepening its presence on the global sporting stage - a move that significantly enhances its brand proposition.

The title has been confirmed as the first game for the inaugural Esports Nations Cup (ENC) 2026 in Riyadh, Saudi Arabia, where 32 national teams will compete under a nation-based format. MLBB will also debut as a medalled event at the 20th Asian Games Aichi-Nagoya 2026, placing it alongside traditional sports in one of Asia’s most prominent multi-sport events.

“Our participation at the Esports Nations Cup 2026 and 20th Asian Games Aichi-Nagoya 2026 are defining moments for MLBB Esports. Competing on stages built around national representation elevates the meaning of what our athletes are playing for. It places MLBB in the same conversation as traditional sports, where competition carries cultural significance, national pride, and long-term sporting value,” Xu added.

For brands, these appearances signal a shift in eSports from subculture to mainstream sporting entertainment - expanding the pool of non-endemic sponsors willing to invest.

Brands, broadcasters and a record-breaking M7

The commercial momentum was on full display at M7 in Jakarta. Global brands including Visa, Red Bull and realme came onboard as partners, underlining MLBB’s growing appeal beyond gaming-native advertisers.

According to Esports Charts, the Grand Finals between Aurora Gaming PH and Indonesia’s Alter Ego peaked at more than 5.68 million concurrent viewers, with strong performance across Indonesian, Tagalog and Malaysian language broadcasts, as well as TikTok Live.

“The record peak shows how quickly mobile eSports is growing and attracting mainstream audiences. The tournament also broke multiple viewership records across platforms and regions... These results set a new benchmark for future mobile eSports events,” said Artyom Odintsov, co-founder and CEO of Esports Charts.

Indonesia, in particular, remains a cornerstone market. MPL Indonesia has recorded over 100 million hours watched in each of its past five seasons, reinforcing the country’s role as both a fan and revenue engine.

Building long-term business models

MOONTON Games is also refining its league economics. From 2026, MLBB Professional League Malaysia will shift to a partnership programme, granting eight strategic partners guaranteed slots and greater access to commercialisation opportunities - a model increasingly favoured by publishers seeking financial sustainability.

Alongside MLBB, MOONTON is also expanding its competitive portfolio. Magic Chess: Go Go staged its first offline global championship at GO1, staged alongside M7, with the title already surpassing 30 million downloads within two weeks of launch.

As MLBB enters its 10th year, with over 1.5 billion installations and 110 million monthly active users, the roadmap reflects a broader ambition: to position eSports as a scalable marketing and entertainment ecosystem, not just a competitive format.

With Europe on the calendar, global sporting events secured and brands lining up, MLBB’s next phase looks less like a regional success story - and more like a global business play.

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