Mobile Esports has truly soared to new heights in the past few years, and now, among the top three most viewed events of 2024, two are of MLBB, a mobile esports title.
Team Liquid has become a model story on expanding into MLBB esports. Image Credits: MOONTON
This isn’t the first time a mobile esports title has been making waves globally, though. Back in 2017, Vainglory, a mobile MOBA referred to at its time as bridging the gap between PC and mobile esports, was at its peak. In the Vainglory Worlds 2017, notable names like Cloud9, G2 Esports, Pain, and TSM were in the mix.
However, with Vainglory esports dying out over the next few years due to various factors, the question loomed: did the once promising esport actually have substance, or was it merely riding on the hype of mobile esports being ‘the next big thing’?
But yes, mobile esports was indeed the next big thing. However, it wasn’t Vainglory that led the charge. It was games like Free Fire, PUBG Mobile, and MLBB that shaped it into what it is today.
Western organizations are naturally drawn to MLBB
In a tough financial climate, esports organizations with global footprints are becoming much more selective about where they invest, and MLBB is emerging as a top choice, as explained by Ray K.W. Ng, the head of esports ecosystem at MOONTON Games.
“The interest drives naturally to Western organizations,” said Ray. “Teams have taken different approaches, like Team Spirit’s approach of incubating a local team to participate in our international events. The other pathway involves international organizations looking to expand globally and establish their presence in Asia with their own IP. They acquire a team and rebrand it — Team Liquid is one such example.”
Both of Ray’s examples highlight teams whose investments in MLBB has paid off. Team Liquid, who acquired STUN.GG, therefore taking over ECHO in the Philippines and Aura Esports in Indonesia has built a massive brand, enabling them to tap into a new demographic. Notably, their Indonesian team clinched victory at the MPL Indonesia Season 14 and placed second in the M6.
Team Spirit, on the other hand, secured 4th place in the M6 World Championship, but still walked away with $40,000 of the $1 million prize pool. The Russian esports org entered MLBB in early 2024 and have had a record year by nurturing local talent.
Team Spirit chose to grow talent locally and compete internationally. Image Credits: MOONTON
Christopher Djaja, who served as the Founder and CEO of Aura Esports before the acquisition, is now the managing director for SEA at Team Liquid. He highlighted MLBB’s stability and growth as the reason which drove Team Liquid to expand into SEA.
Talking to Esports.net, Djaja said that the investment into MLBB and SEA was driven by the durability of the game, from a financial, viewership, and fandom perspective. Notably, all of the 5 most-watched mobile esports events of 2024 are MLBB tournaments.
MOONTON assists orgs in entering MLBB esports, from finding teams to securing coaches
MLBB has established itself as one of the leading esports titles globally, which is why this interest doesn’t come as a huge surprise. The ecosystem has grown naturally and sustainably, commanding millions in prize pools and viewership.
Additionally, MOONTON plays a role in helping these organizations expand with Ray explaining that they are in constant communication with them.
“The way we talk to them is always to understand their needs. If their need is to expand their IP in Asia, maybe we help them acquire a team or partner with a team in Asia. Or if their plan is to start from scratch, we help incubate a team to represent their own region. We talk with them and also share resources, maybe like coaches. We connect them to good coaches so that they can get on board to help them train and increase their competitive level,” Ray said.
Notably, the coach for Team Spirit is the experienced Filipino coach Vrendon “Vren” Pesebre, who previously led AP Bren to a record 2023 season with victories in the MPL Philippines Season 12 and the M5 World Championship.
Which path to choose and does MOONTON have a preference?
Team Vitality acquired Bigetron’s star-studded female MLBB roster ahead of the EWC. Image Credits: Esports World Cup
As MLBB expands its footprint globally, the presence of pioneering international esports organizations in its ecosystem becomes increasingly important.
However, many of these organizations are choosing to invest in Southeast Asia (SEA) rather than their own backyards in the West, which would drive local talent growth and popularity. When asked about this, Ray said that they don’t view it as a challenge, nor do they want to convince teams to invest locally.
“It depends, at the end of the day, on what the organization wants to achieve. I think for us; the most important thing is understanding each other. We don’t lead them down one path, but we want to build a sustainable partnership,” said Ray.
For Team Liquid, the goal with entering MLBB with a huge acquisition in SEA, as Djaja explained, was to become a “global, multi-generational esports brand” and not to necessarily transfers its fandom into a new game or region.
“We understand that not all [orgs] can carry their fandom all the way to Southeast Asia, and that’s okay. Ultimately, we feel that Team Liquid serves as a powerful symbol for many fans. We believed we could bring that same energy to SEA, and acquiring Aura and ECHO was the best way to achieve great things together,” said Djaja.
Fnatic and Onic have parted ways despite winning the M6. Image Credits: MOONTON
That being said, there is still a lot of work to be done. Fnatic and Onic won the M6 together, but recently parted ways with the latter retaining the roster. The model of tying up with a local team and leveraging its existing fandom, while attractive on paper, doesn’t always work out. For Team Liquid, though, it has, and Djaja said that it was because the two parties were completely aligned.
“A lot of M&As fail,” explained Djaja. “A large part because there is a culture clash, but we (Team Liquid International and Aura) share the same vision and mission. So, if you have synergistic marketing alignment, company alignment, and cultural alignment, it’s the most beautiful thing you can ask for.”
However, if MOONTON wants to replicate the MLBB model in the West in some manner, having the biggest international esports organizations on board isn’t just crucial — it’s essential.
Quotes have been edited for clarity.