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| (Image Source: MOONTON Games/Shikenso) |
Mobile Legends: Bang Bang (MLBB) opened 2026 with industry-leading performance, generating US$186M (186 million US dollars) in brand value from the M7 World Championship (M7) — a 37.7% increase from the M6 World Championship (M6), according to the free-to-download case study published by Shikenso and MOONTON Games. Further validating this achievement, MLBB and the M7 claimed the top spot on eSports Charts as the Top eSports Game by Peak Viewership with a strong Q1 setting the stage for what promises to be a landmark year as the title marks its 10th anniversary in 2026. Notably, the M7 stands as the only mobile eSports event to rank among the world's top eSports events by media value — placing MLBB alongside leading PC and console eSports properties and reinforcing the growing commercial weight of mobile-first ecosystems in global eSports.
From exposure to embedded partnerships
The case study reveals that the top four commercial assets at the M7 collectively drove 71.7% of total brand value, highlighting the measurable effectiveness of high-impact, context-driven integrations. Beyond traditional logo placements, MLBB has evolved toward embedded brand experiences, most notably through in-game integrations within the battlefield map, where partners become a seamless part of the competition environment itself. This shift redefines sponsorship, moving beyond passive exposure toward active brand participation that directly enhances the overall viewing experience. MOONTON Games MLBB eSports Global Head of Partnerships Adrian Cher said, "The M7 reflects a broader evolution in how brands engage with eSports. Partners today are not simply investing in visibility but co-creating experiences that resonate with audiences at scale. As MLBB continues to expand globally, we are actively exploring how meaningful value is created for our partners at every level of the ecosystem. This lays a strong foundation for the continued growth of the M Series and the next chapter of MLBB eSports." This vision is backed by MOONTON Games' ongoing collaboration with Shikenso, which began ahead of the M6. By embedding performance intelligence directly into partnership strategy, both parties have been able to optimize activations throughout the full event cycle — driving brand value growth from US$129M (129 million US dollars) at M6 to US$186M (186 million US dollars) at the M7. Shikenso Co-Founder and Co-Chief Executive Officer Arwin Fallah Shirazi shared, "The M7 World Championship proves that sponsorship performance at scale requires more than audience growth — it requires performance intelligence. When rights holders gain full transparency across broadcast and digital ecosystems, they don't just measure impact — they actively shape it. Our mission is to equip partners like MOONTON Games with the tools to move from reactive reporting to predictive sponsorship engineering." For the full breakdown, download the free case study at https://shikenso.com/case-study/how-m7-world-championship-proved-sponsorship-value-at-scale.
From regional stronghold to global
The M7 etched its name in history as the most-watched mobile eSports tournament ever recorded, drawing more than 5.68 million Peak Concurrent Viewers, according to eSports Charts. While Southeast Asia remains MLBB's core growth engine — anchored by strong year-on-year viewership growth in key markets such as Indonesia and the Philippines — the M7 signalled accelerating traction beyond the traditional base. English-language broadcasts recorded over 50% growth globally, reflecting increased adoption across Western markets and a broadening of MLBB's international appeal. Thailand's viewership surged by over 150% despite the country not fielding a representative team, reflecting a broader shift toward spectator-driven engagement that transcends national affiliation. The viewership metrics in Q1 2026 cement MLBB's position at the forefront of global eSports entertainment and signal a clear trajectory for the future of mobile eSports.
M7's success unlocks M8's global expansion
The momentum generated by the M7 is now directly shaping the next chapter of the M Series. The upcoming M8 World Championship (M8) — set to take place across Türkiye and Thailand — marks the first time the M Series has expanded beyond Southeast Asia, a milestone that reflects growing interest in MLBB across Europe and the Middle East. This expansion speaks to a broader structural shift in global eSports where mobile-first titles are increasingly leading globalization strategies driven by their scalability and mass-market reach. As MLBB celebrates its 10th anniversary in 2026, the M7 stands as a defining milestone in its evolution.
