Mobile esports is exploding in Asia-Pacific, and the stakes are getting higher for brands that want to be part of the action. Mobile gaming is now the largest and fastest-growing segment of the region’s gaming market. Revenue is expected to hit $282 billion by 2030, and esports is growing at more than 20% a year.
APAC’s Mobile Gaming Momentum
China leads in mobile gaming revenue, generating over 31% of global spend. But Southeast Asia is gaining fast. In Indonesia and the Philippines, game installs and daily playtime are rising quickly. In Thailand and Malaysia, esports is now officially recognized as a professional sport, which has unlocked new funding and government support.
MLBB (Mobile Legends: Bang Bang), one of the region’s biggest titles, is headlining the 33rd Southeast Asian Games this December. The game is also drawing major international attention. This July, the MLBB Mid Season Cup in Saudi Arabia will offer a record-breaking $3 million prize pool.
The M6 World Championship in Malaysia last year brought in 4.1 million peak viewers and 475 million total watch hours, making MLBB the most-watched esports title globally.
As Reported by The Drum
According to coverage from The Drum, mobile esports is becoming a serious channel for brands across APAC. The shift is being fueled by tech improvements, rising youth engagement, and new global events that keep raising the bar.
MLBB alone now boasts over 1.5 billion users across 190 countries and was the first esports event to pass one billion hours watched. For brands looking for audience scale, few arenas offer this kind of reach.
A Captive, Highly Engaged Audience
Gaming is a top entertainment source for Gen Z and millennials. In APAC, 87% of this audience plays regularly and spent $86 billion on games last year. They’re hard to reach through traditional ads, 99% skip them when given the chance, but they engage deeply with in-game experiences.
Half of all gamers say they discover new brands while playing, and 79% are more likely to purchase from a sponsor, according to internal research from MLBB publisher Moonton Games.
In-game characters also resonate culturally. Moonton often localizes its heroes, like Lapu-Lapu in the Philippines or Gatotkaca in Indonesia, giving players a sense of national pride and connection.
Real Results from Real-World Activations
Leading brands like Samsung, Nescafe, Garnier, JD, and KFC are building entire campaigns around esports tournaments, livestreams, and fan festivals.
Jewelry brand Fairrie offers a clear example of how to do it right. It sponsored the M6 World Championship, creating MLBB-inspired accessories and engaging fans through immersive in-person events. The campaign generated 15 billion impressions, 87% positive sentiment, and a 6% conversion rate—well above industry benchmarks.
Adrian Cher, head of global sales at MLBB esports, says brands that win are those that go beyond ads. “Success in esports today means engaging this fanbase across every touchpoint – from streams to social to real-world events,” he said.
