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 experience under my belt, I can wholeheartedly attest to the transformative impact that MOONTON Games has had on the Mobile Legends: Bang Bang (MLBB) esports scene, particularly in Malaysia. Having attended numerous gaming events and witnessed the evolution of the industry firsthand, it’s truly inspiring to see a company like MOONTON pioneering innovative strategies that not only resonate with gamers but also attract diverse partners to expand their reach.

In the bustling world of mobile gaming, Mobile Legends: Bang Bang is currently boasting one of the most vibrant esports communities. Fresh from the conclusion of the M6 World Championship, the team is already setting sights on its 2025 plans, expanding not just with Mobile Legends: Bang Bang, but also a new title, Magic Chess: Go Go. Recently, we were privileged to visit Malaysia, where we were invited by MOONTON Games. During our stay, we had the opportunity to interview Fikri Rizal Mahruddin, MOONTON’s Marketing and Business Development Lead in Malaysia, about strategies for brand and government collaboration that drive the 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 the conversation with Fikri Rizal, he discussed how MOONTON Games approached partnerships to boost Mobile Legends: Bang Bang Esports in Malaysia. Fikri explained that they opt for unique and distinct collaborations, choosing to work with non-endemic brands rather than those traditionally associated with gaming. This approach allows them to reach a broader audience and avoid losing potential fans by only focusing on the same brand for an extended period, thus limiting their outreach.

He also mentioned that we view the brands we collaborate with as equal partners, rather than mere sponsors. The MLBB esports scene stands out in its uniqueness. Consequently, when we engage with brands, our approach is to comprehend their goals initially and then devise strategies aimed at achieving those objectives.

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

It was a delight to know how MOONTON thinks and treats brands as partners, not sponsors. So, we asked a follow-up question on it. We wanted to know the strategies that are employed to engage corporate partners in Malaysia for the M6 World Championship.

Working collaboratively with numerous organizations is a major strategy for us, taking the top spot. Our team members come from diverse professional backgrounds, such as media and software industries, among others. As a result, our team at MOONTON is not monolithic; we have a rich mix of different backgrounds.

This difference in background and experience helps the team to build a better understanding and connection among them. “We work with media and advertising agencies to help us pitch the MLBB esports and M6 to all the brands available,” he added.

Mr Fikri added, “Another point is collaborating with government agencies too. They assist us in introducing our brands and partnerships to us.

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

We were curious to understand what benefits these collaborators and supporters gain by participating in prestigious events such as M6, so we inquired about their motivations for partnering with MOONTON and methods they employ to maximize those partnerships.

“We’ve made it clear that we view them not just as sponsors, but as partners. Instead of doing traditional activities, we opt to work with brands like Hotlink to enhance the overall experience. This strategy, guided by our partners’ insights and data, is a key factor in the brands’ thriving collaborations.” From our point of view, this approach is one of the significant reasons behind the success of these partnerships.

Over the last few years, the world of esports and gaming has experienced substantial transformations. Luckily, Mobile Legends: Bang Bang Esports (MLBB Esports) has managed to flourish, highlighted by numerous unexpected and prosperous collaborations. As such, we were curious about how MLBB esports’ business strategy is adjusting to meet the changing demands of consumers and supporters, not just in Malaysia, but worldwide. Consequently, we reached out to Mr. Fikri to gain insights into this topic.

In response, Mr. Fikri expressed his conviction. He emphasized that our main concern is the consumer-to-business (B2C) sector. We consistently seek feedback from our community and players. On the other hand, for business-to-business (B2B), we arrange regular review sessions with all our partners. Our aim is to learn where we can enhance more and what steps we should take next.

As MLBB (Mobile Legends: Bang Bang) and MOONTON Games expand, it’s our desire to witness these not only thrive but also establish themselves as long-term contributors within the gaming sector. Given the significance of mobile gaming, this sustainability aspect is crucial.

As MOONTON Games has revealed their 2025 blueprint, it’s evident that they are aiming for great heights in the upcoming year. A freshly revamped esports game, updated company identity, and many other surprises – 2025 is gearing up to be an enthralling chapter. We eagerly anticipate watching how Mobile Legends: Bang Bang continues to transform and captivate its audience!

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2024-12-17 12:11

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