Mobile Legends: Bang Bang (MLBB) opened 2026 with industry-leading performance, generating €158.39 million (~USD 186 million) 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.
Adrian Cher, Global Head of Partnerships, MLBB Esports at MOONTON Games, 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 optimise activations throughout the full event cycle—driving brand value growth from €115 million (~USD 129 million) at M6 to €158.39 (~USD 186 million) million at the M7.
Arwin Fallah Shirazi, Co-CEO & Co-founder, Shikenso 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." (PR)
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