MOONTON Games, the developer and publisher of Mobile Legends: Bang Bang (MLBB), in collaboration with sponsorship analytics firm, Shikenso Analytics, has announced that the M6 World Championship (M6) generated over €115 million (~USD 129 million) in brand value for its partners.
The total includes €63.4 million (~USD 71.4 million) in brand value generated across streaming platforms and €51.8 million (~USD 58.4 million) through social media exposure. In a newly released, free-to-download case study, MOONTON Games highlights how it elevated partnership value for its flagship tournament through enhanced reporting and data-driven insights with Shikenso Analytics.Empowering partnerships for the world's most-watched mobile esports title
MLBB is one of the world's leading mobile Multiplayer Online Battle Arena (MOBA) titles with over 1.5 billion installations. In 2024, it became the world's most-watched mobile esports title and achieved over a billion hours of cumulative watch time. The sixth iteration of the game's flagship tournament became the most-watched in M Series history with over 85 million watch hours, according to Esports Charts.
Ahead of the M6, MOONTON Games joined forces with German tech leader, Shikenso Analytics, to enhance sponsorship insights for the tournament. The collaboration gave MOONTON Games real-time insights into partner performance across live broadcasts and social media, helping maximize impact delivered to partners. Armed with this data, MOONTON Games fine-tuned its sponsorship strategy to deliver over €115M (~USD 129 million) in total brand impact across the 3.4 million times that partner brands were visible throughout the tournament period.
Download the data-driven playbook behind the success of the M6
The free-to-download case study showcases how MOONTON Games leveraged data-driven insights from Shikenso Analytics to maximize sponsorship opportunities at the M6. The case study includes real campaign data, insights into best practices, and an in-depth look at how data enhances partnership impact.
Adrian Cher, Head of Global Sales at MOONTON Games: "Working with Shikenso has given us valuable insights into audience engagement and brand visibility. Their data-driven approach provides transparent, in-depth metrics, allowing us to optimize partnership opportunities and enhance audience engagement across platforms. These insights help us identify opportunities for partners to participate in tailored activations that create more immersive experiences for our global MLBB community."
Arwin Fallah Shirazi, Co-CEO & Co-Founder at Shikenso Analytics: "As the esports industry matures, the demand for clear and actionable data continues to grow. Our focus is on equipping stakeholders with the tools to make informed decisions—whether it's evaluating media exposure, refining strategies, or forecasting ROI. Data is more than a reporting tool; it has become the backbone of strategic partnership planning."
Data-driven insights help esports partnerships soar
This case study reveals how MOONTON Games transformed brand visibility into measurable media value. From generating over 85 billion gross impressions across partner brands to 170 million hours of brand asset view time, the case study offers actionable insights for partners and esports professionals.
