Malaysia witnessed the most spectacular gaming campaign in Bukit Bintang, Kuala Lumpur on 18 May 2019. The campaign attracted more than 100,000 gamers and fans nationwide for Mobile Legends: Bang Bang (MLBB) followers which will give the rest of the nation a better insight on the esports title. MLBB is among the five esports titles lined up for the upcoming SEA Games 2019 in the Philippines this November, a first in the history of the sporting event.
This event highlight marked the closing of the month-long “515-Unite Day Campaign” which was successfully held from 20th April across the world.
Moonton Regional Marketing Manager for Southeast Asia, Nelson Woon said, “Thousands of attendees were recorded in four major cities in Peninsula Malaysia since we kicked started the 515 Unite Day at the Gurney Paragon Mall in Penang. Seeing the positive responses received, we are confident that this campaign can create more awareness among non-gamers in this region and attract them to familiarize themselves with Mobile Legends: Bang Bang”. The 515 Unite Day campaign was launched to bring together MLBB players and other gamers to fight against the upcoming ‘darkness’ and save the world.
This was part of Moonton’s effort as a global leading game developer to build public awareness and promote responsible gaming, which is one of the five main focus areas of the Malaysian esports blueprint which was announced by the Malaysian Minister of Youth and Sports, YB Syed Saddiq Syed Abdul Rahman recently.
“We are keen to collaborate with various organizations to organize more MLBB leagues, campaigns and workshops from district, state, national and international level to identify more youths who are active in esports,” said Woon. He added that esports gaming is not just about playing games. “It is a multi-billion industry that can drive the economy of the country itself. We are talking about rewarding esports projects to marketing and event companies, partnering with various corporate companies to drive their business performances and creating job opportunities for local talents such as programmers, designers, producers, marketers and professional gamers. We are witnessing a paradigm shift where the global viewership and content value of esports have overtaken traditional sports”.
Mobile Legends: Bang Bang is positioned in the top 10 grossing rank with statistics of more than 500 million installs and 60 million monthly active users in over 80 countries. In Malaysia itself, there are more than 5 million active players.
As part of the campaign, Moonton featured mini tournaments with goodie bags and free pizzas, merchandise and LED-lit trucks with some of Mobile Legends’ 84 popular heroes like Miya, Kagura, Akai and Alucard. Fans of MLBB had the opportunity to play the popular game against a Professional Team to test their strength and battle strategies.
The “515 United We Win” campaign also saw a collaboration with Touch ‘n Go where limited edition Mobile Legend: Bang Bang cards went on sale. The revenue from the Touch ‘n Go cards will be channelled to PINTAR Foundation. Woon presented the cheque worth RM25,000 to the Chief Executive Officer of PINTAR Foundation, Karimah Tan Abdullah as part of Moonton’s corporate social responsibilities. PINTAR Foundation which stands for ‘Promoting Intelligence, Nurturing Talent and Advocating Responsibility’ is an organization that is dedicated to foster academic and non-academic excellence for students in under-served communities in Malaysia.
During the event, the public was excited to meet Malaysia’s own superhero, Sazali Samad, 10-time Mr. Universe winner, for an arm wrestling challenge. Sazali Samad will represent the MLBB Hero ‘Badang’, a legendary character from old Malay Archipelago folklores who was granted with super-strength upon his encounter with a water monster which threatened his village. The popular legend has spawned several film adaptations including the late Dato’ S. Roomai Noor’s interpretation in 1962 featuring actor/comedian, Wahid Satay.
Throughout the campaign, Moonton also allocated freebies with a total worth of more than RM50,000 including HyperX headsets worth RM500 each, MLBB character Miya figurines, in-game diamonds and many more.
It has also been reported that the first Mobile Legends: Bang Bang World Cup will be held in Malaysia, tentatively on Nov 2019. At the moment, Malaysia ranks 21 globally in terms of revenue in esports.