Mobile Legends: Bang Bang is a multiplayer online battle arena (MOBA) game developed and published by Moonton. In 2022, the game was among the top 10 most mentioned gaming brands on YouTube according to the BuzzGuru research. The game was first released in 2016 and has since become one of the most popular mobile games in the world, especially in Southeast Asia. In 2023, Mobile Legends is proceeding to conquer the gaming community on YouTube and other platforms and expands its geos of interest. The Famesters agency helps with that, and here’s how we do it.
The Lian Qiao Media company that usually manages influencer marketing for Mobile Legends: Bang Bang discovered Robzi – one of Famester’s exclusive influencers. This is where we started working together.
The main goals the company has are increasing brand awareness and the number of installs, specifically in the CIS region. Famesters not only has a base of reliable and relevant exclusive gaming influencers but also 6+ years of experience of promoting video games, including promotion in CIS. This allowed us to quickly do the preliminary research for Mobile Legends: Bang Bang and come up with a thoughtful and flexible strategy.
We have learned about Mobile Legends’ main competitors, and also about the games our target audience here loves: Brawl Stars, Dota 2, LOL, CS:GO, PUBGM, Minecraft, Roblox. Also, one of the client’s requirements was that the influencers we select should have at least 30K views on average.
To promote Mobile Legends, our influencer marketing agency discovered over 140 relevant gaming influencers on YouTube that met the client’s requirements and had audiences we needed to target. Out of them, 14 best ones were selected for ambassadorship. As time passed, the client agreed to explore partnerships with Twitch streamers, as Twitch is also one of the social media platforms with the most powerful gaming communities, so we found suitable Twitch channels for that.
From the onset, our task was not only to advertise the game but also to enhance the gaming skills of the selected content creators so that they could share their experiences with players, be more genuine, and increase the quality of their videos and streams. To achieve this, we took it upon ourselves to understand the game as best as possible and prepared briefs for the authors on characters, game events, and more.
Our collaboration with Lian Qiao Media for Mobile Legends’ promotion has been successful so far, and we are expanding our efforts to reach even more gamers. In addition to our existing campaigns, in March we started advertising on Twitch. By leveraging Twitch’s large and engaged audience, we aim to increase brand awareness and attract new players to the game. We look forward to seeing the results of this new initiative and continuing to work for Mobile Legends: Bang Bang to achieve the client’s goals.