Games

Partnerships, Not Sponsorships: MOONTON Games’ Fikri Rizal on Engaging Brands and Governments for MLBB Esports Success

BBG News

Story Highlights

  • Fikri Rizal Mahruddin shared his insights on how instrumental MOONTON has been to grow MLBB esports in Malaysia.
  • He added how MOONTON’s policy of working with a diverse set of agencies has boosted the MLBB esports branding.
  • Fikri Rizal discussed of how MOONTON’s treatment towards its partners makes the major difference in the long run.

As a seasoned gamer with over two decades of gaming under my belt, I must say that my recent encounter with Fikri Rizal Mahruddin, the Marketing and Business Development Lead at MOONTON Games Malaysia, has truly enlightened me about the dynamic world of esports, particularly in the realm of Mobile Legends: Bang Bang (MLBB).

As a passionate fan, I can’t help but marvel at the vibrant esports ecosystem that Mobile Legends: Bang Bang currently boasts within the mobile gaming sphere. Fresh off the heels of the M6 World Championship, the team is already making plans for 2025, introducing another exciting title, Magic Chess: Go Go, alongside MLBB. In Malaysia, I was fortunate enough to be invited by MOONTON Games, where I had the opportunity to interview their Marketing and Business Development Lead in Malaysia, Fikri Rizal Mahruddin, about strategies for engaging brands and governments to ensure the continued success of MLBB esports.

Please note that the interview has been edited for clarity.

MOONTON aims for different brands to promote and reach all kinds of people

In our interview with Fikri Rizal, the very first thing asked was how MOONTON Games fostered partnerships to grow MLBB Esports in Malaysia. Mr Fikri said, “For us, the partnership worked very uniquely and differently. We don’t work with endemic brands, we try to work with non-endemic brands. You know, working with the same brand for a long time for our esports ecosystem will make you lose the other audiences. It means you’re not reaching them.“

He also mentioned that we consider the brands we collaborate with as partners rather than sponsors. The MLBB Esports platform stands out uniquely in its kind. As a result, when we engage with brands, our approach is to comprehend their goals first and then strategize on how to achieve them effectively.

Working with several agencies and having dynamic backgrounds is a key pillar of MOONTON’s vast market

In simple terms, it was wonderful discovering MOONTON’s approach of viewing brands as collaborators rather than just sponsors. Naturally, our curiosity led us to ask more about this. Specifically, we were interested in learning the tactics they use to involve corporate partners for the M6 World Championship in Malaysia.

Collaborating with numerous organizations is our primary strategy, and it’s proving effective. Our team at MOONTON consists of individuals who have diverse backgrounds, having worked in media, software companies, among others. Consequently, our team is not homogenous; we come from various professional backdrops.

“Having diverse backgrounds and experiences fosters stronger bonds and improved comprehension within our team.”, he noted, mentioning their collaboration with media and adverting agencies for presenting MLBB esports and M6 to a wide range of potential brand partners.

In addition, Mr. Fikri mentioned that collaborating with governmental organizations is also part of our efforts. These entities aid us in presenting our brands and partnerships to a broader audience.

Providing value for the partners is a core concern, a win-win for everyone

Apart from our curiosity, we were keen to understand the benefits that these collaborators and supporters reap by associating with prestigious events such as M6. Our inquiry aimed to uncover the motivations behind their partnership with MOONTON, and learn how they capitalize on these alliances.

Previously, I mentioned that we view them not just as sponsors but as partners. Rather than carrying out typical on-ground activities, we prefer to collaborate with brands like Hotlink to enhance the overall experience. This strategy is informed by data and advice from our partners, a key factor contributing to the brand’s success in partnership.

Over the last couple of years, the world of esports and gaming has experienced quite a transformation. Thankfully, Mobile Legends: Bang Bang Esports (MLBB Esports) has managed to stay strong, even flourishing with some unexpected and triumphant collaborations. Intrigued by this resilience, I just had to find out how the MLBB esports business model is adjusting to meet the changing demands of fans and sponsors, not only in Malaysia but worldwide. So, I couldn’t help but reach out to Mr. Fikri to get some insights on this fascinating subject.

Mr. Fikri responded swiftly and emphasized that innovation is crucial in our approach. Our main focus lies at the B2C level, where we consistently seek feedback from our community and players. On the B2B side, we have regular meetings with all our partners to discuss areas for improvement and future plans.

As Mobile Legends: Bang Bang (MLBB) and Moonton Games keep expanding, it’s equally crucial that their growth leads to a long-term presence within the gaming sector. For the mobile gaming scene, in particular, this durability is paramount.

For the upcoming year, MOONTON Games has made it clear that they’re aiming for great heights as they’ve already revealed their 2025 blueprint. In store is a new esports game, a revamped company image, and many other surprises – promises of an exhilarating year ahead! We eagerly anticipate watching the Mobile Legends: Bang Bang brand unfold and enchant its followers further!

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2024-12-17 11:41

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