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M6 World Championship Generates €115m in Brand Value

Posted : 22 May 2025

The 2023 Mobile Legends: Bang Bang (MLBB) M6 World Championship generated more than €115 million in brand value for its partners, according to esports analytics firm Shikenso. The bulk of this value came from streaming platforms, contributing €63.4 million, while social media exposure accounted for €51.8 million. The event was the most-watched MLBB world championship to date, peaking at 4.13 million viewers.

 

MOONTON Games, developer of MLBB, partnered with Shikenso to measure real-time visibility and engagement for sponsor brands. The data revealed that brand logos were visible over 3.4 million times, with 85 billion gross impressions and 170 million viewer hours spent on branded content. These metrics offered clear proof of the event’s marketing strength and helped guarantee high visibility for all sponsor brands involved.

 

The tournament featured numerous high-profile sponsors including Republic of Gamers, JD Sports, Secretlab, and Meiji Hello Panda. Shikenso’s report showed that exclusive brand placements—especially on high-visibility assets like the caster desk and stage—delivered the strongest returns. The caster desk alone accounted for nearly one-third of the total brand value, while the top four assets combined contributed 82% of the overall media exposure.

 

In addition to traditional broadcasting, non-broadcast and social media platforms played a key role in generating visibility, highlighting the growing importance of branded content in esports. Adrian Cher, Head of Global Sales at MOONTON Games, praised Shikenso’s data-driven approach, saying it offered valuable insights for enhancing engagement and optimizing sponsorship outcomes. Shikenso, founded in Germany in 2017, has also recently partnered with ESL FACEIT Group to extend its analytics services across global esports events.

 

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