Mobile Legends: Bang Bang continued its commercial rise in esports after the M7 World Championship generated €158.39 million (~USD 186 million) in total brand value, according to a new case study released by MOONTON Games and esports analytics firm Shikenso.
The figure marked a 37.7 percent increase from the M6 World Championship and positioned M7 among the world’s top esports events in terms of sponsorship and media value. This furthert strengthens the case for mobile-first esports ecosystems on the global stage.
M7 delivers major growth in sponsorship value
The case study detailed how MOONTON Games shifted its sponsorship strategy from traditional exposure-based placements toward integrated in-game and broadcast experiences.
M7 generated €158.39 million in total media value, marking a 37.7 percent increase from M6’s €115 million output.
Broadcast media value accounted for €82.17 million, while social media activations contributed €76.22 million, reflecting a 47.1 percent year-on-year increase.
According to the report, the top four commercial assets alone produced 71.7 percent of the tournament’s total brand value, showing how premium placements and integrated sponsorships became increasingly important to esports monetization.
Rather than relying solely on static branding, M7 featured deeper in-game integrations where sponsors became part of the viewing environment itself.
A shift towards integrated sponsorship experiences
MOONTON Games leaned further into embedded sponsorship activations throughout the tournament.
The publisher integrated partner branding directly into the in-game battlefield environment and broadcast ecosystem, allowing sponsors to become part of the viewing experience itself instead of remaining passive advertisements.
The report framed the strategy as a shift from simple brand exposure toward “co-created” esports experiences designed to increase viewer engagement and sponsor retention.
MOONTON Games first partnered with Shikenso ahead of M6 to strengthen sponsorship analytics and activation tracking across the M Series ecosystem.
Global brands continue investing in MLBB esports
Several major global and regional companies backed M7, including VISA, Red Bull, realme, Secretlab, BCA, GCash, GoPay, and Tokopedia.
The case study emphasized how performance intelligence and transparent analytics became increasingly important for long-term sponsorship renewals and partnership expansion.
As esports organizations continue prioritizing measurable returns for advertisers, M7 served as one of the clearest examples yet of how mobile esports events can generate large-scale commercial value comparable to major PC and console tournaments.
The strong commercial performance of M7 arrives ahead of the M8 World Championship, which will take place across Türkiye and Thailand later this year.
The upcoming tournament marks the first time the M Series expands outside Southeast Asia. This signals MOONTON Games’ continued push toward broader international markets.
