Request Demo
Nayeemul Islam
Junior Content Marketer
Case Studies / 3 Min.
FRANKFURT, 21 May 2025—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.
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.
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.
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."
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.
Download the case study to explore the full breakdown here.
For more information, please contact insights@shikenso.com.
Established in 2014, MOONTON Games is a global video game company dedicated to gaming development, publication, and esports. With more than 1,600 employees worldwide, the company operates offices in Indonesia, Malaysia, Singapore, the Philippines, Latin America, and China. It has successfully launched several high-profile mobile games globally and has built long-term relationships with governments and esports organizations in more than 30 countries around the world.
Mobile Legends: Bang Bang is one of the most popular mobile Multiplayer Online Battle Arena (MOBA) games worldwide that brings communities together through teamwork and strategy. With over 1.5 billion installations and 110 million active monthly users, the award-winning game is among the top 10 most played in over 80 countries. With an extensive reach across the Asia Pacific region, the multiplayer is available in 139 countries with an expansive global esports presence.
Established in 2017, Mobile Legends: Bang Bang Esports serves as a platform for players to pursue their dreams of becoming esports athletes and illuminate opportunities within the international esports ecosystem. MLBB Esports has since expanded to multiple leagues, including the MPL series hosted in Southeast Asia, Middle East, and Latin America; MPL is the first esports event series to surpass 1 billion hours of watch time globally.
In the world of sports, esports and entertainment, understanding the true impact of sponsorships is crucial. That's where we, Shikenso Analytics, come in. Founded in Germany in 2017, we are driven by the ambition of transforming intuition-based decisions into data-backed strategies. Leveraging industry leading AI technology, we make sponsorships quantizable in real time, measuring generated media and brand values for a granular assessment of your sponsorship ROI. Shikenso’s comprehensive toolkit ranges from image recognition, audience analysis, audio and voice tracking to text sentiment analysis, all designed for understanding and enhancing brand visibility and engagement across various channels such as broadcasts, OTT, live streams, online media and social media. Our approach simplifies the complex, making actionable insights accessible for rights holders and brands. With Shikenso, you're not just guessing; you're knowing. Let's navigate the future of sponsorship together, backed by data you can trust.
