The M6 Championship brand value has reached a record-breaking €115 million (~USD 129 million), according to MOONTON Games and Shikenso Analytics. MOONTON, the publisher of Mobile Legends: Bang Bang (MLBB), partnered with Shikenso to evaluate brand exposure and sponsor impact during the M6 World Championship. The resulting data, available in a free case study, highlights how data-driven strategies elevated partnership results.
Specifically, the M6 Championship brand value includes €63.4 million from streaming platforms and €51.8 million from social media exposure. With over 3.4 million brand appearances and 85 million watch hours, M6 stands as the most-watched event in M-Series history.
Data-Driven Success in Esports
Mobile Legends: Bang Bang continues to dominate the mobile esports scene. In 2024 alone, the game reached over 1.5 billion installs and more than 1 billion hours of watch time. Consequently, the demand for detailed sponsorship metrics has increased significantly.
To address this demand, MOONTON Games teamed up with Shikenso Analytics. This collaboration allowed the company to monitor real-time partner performance across streaming and social media platforms. As a result, they enhanced both partner visibility and audience engagement.
Adrian Cher, Head of Global Sales at MOONTON Games, said:
“Shikenso’s data-driven approach allowed us to create immersive, personalized experiences for partners. Their analytics helped us engage audiences more effectively across all channels.”
Arwin Fallah Shirazi, Co-CEO of Shikenso, added:
“Data has become the backbone of sponsorship planning. Our tools help partners make smarter decisions, improve ROI, and measure real impact—not just impressions.”
A Playbook for Future Esports Success
The downloadable case study outlines how the M6 Championship delivered:
- 85 billion gross impressions
- 170 million hours of brand asset view time
- Over 3.4 million brand placements
Through real-time analytics and performance tracking, MOONTON Games turned brand visibility into measurable results. Therefore, this success offers a valuable roadmap for other esports organizations that want to maximize sponsorship value.
About MOONTON Games
Founded in 2014, MOONTON Games is a global video game company focused on game development, publishing, and esports. Currently, it employs more than 1,600 people and operates in Indonesia, Malaysia, Singapore, the Philippines, Latin America, and China. Furthermore, MOONTON has launched several high-performing mobile titles and maintains strong partnerships with esports organizations in over 30 countries.
About Mobile Legends: Bang Bang
Mobile Legends: Bang Bang is a leading mobile Multiplayer Online Battle Arena (MOBA) game. Notably, it brings communities together through teamwork and strategy. With over 1.5 billion installs and 110 million active users monthly, it ranks among the top 10 most-played mobile games in more than 80 countries. Moreover, the game is available in 139 countries, with a dominant presence in the Asia Pacific region.
About Mobile Legends: Bang Bang Esports
Launched in 2017, MLBB Esports provides a platform for aspiring players to pursue professional careers. Since its inception, it has expanded into multiple leagues, such as the MPL series in Southeast Asia, the Middle East, and Latin America. Remarkably, MPL is the first mobile esports league to exceed 1 billion total watch hours.
About Shikenso Analytics
Founded in 2017 in Germany, Shikenso Analytics provides AI-powered sponsorship analytics across sports, esports, and entertainment. In particular, it enables brands to measure real-time media exposure and audience engagement. Shikenso’s suite of tools—ranging from image and audio recognition to sentiment and audience analysis—helps partners transform intuition into strategy. Therefore, with Shikenso, brands no longer guess; instead, they make data-backed decisions with confidence.
