Hatten Edge, the wholly-owned subsidiary of SGX-listed Hatten Land, has signed a partnership agreement with Moonton Games on Aug 18.
Under the agreement, both parties will jointly develop and launch the world’s first Mobile Legends: Bang Bang Integrated Esports Hub in Melaka at Hatten Land’s Element X mall.
In addition, the partnership agreement will see both Hatten Edge and Moonton Games promote Mobile Legends: Bang Bang in Malaysia and across the region via marketing campaigns, esports tournaments and branding events.
Developed by Moonton Games, Mobile Legends: Bang Bang has more than one billion downloads globally with a consistent player base of 100 million monthly active users. The game is the top multiplayer online battle arena game in Southeast Asia.
Since the 2019 Southeast Asian Games, Mobile Legends: Bang Bang has been featured in successive SEA Games as a medal event.
According to Sensor Tower Store Intelligence estimates, total gross revenue of Mobile Legends: Bang Bang surpassed US$500 million $690.5 million in 2020 with user spending of US$214.1 million in 2019.
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Malaysia has proven to be Mobile Legends’ most lucrative market globally, with players there spending US$87.5 million in the game, or 17 percent of total revenue.
“Gaming is becoming the most engaging form of entertainment in the world with Esports gaining more momentum as a spectator sport,” says Dato’ Colin Tan, Hatten Land’s executive chairman and managing director.
“Mobile Legends: Bang Bang (MLBB) has experienced explosive growth globally with Southeast Asia being its key revenue market since its launch in 2016. Catering to the growing popularity of Mobile Legends: Bang Bang, the world’s first-of-its-kind MLBB-themed integrated Esports Hub at Element X is conceptualised with an array of experiential interactions and immersive environment as well as multi-dimensional offerings that redefine gaming experiences,” he adds.
“Our partnership with Hatten Land to launch the world’s first MLBB-themed integrated Esports Hub at Element X in Melaka is another important experiential initiative for us to connect with our players and fans in a way that other forms of media cannot replicate, says Fikri Rizal Mahruddin, marketing lead of MPL Malaysia, Moonton Games.
“We look forward to working closely together with Hatten Land to drive more community-driven and crowd-funded events across the region, increasing the popularity of Mobile Legends: Bang Bang and winning new fans,” he adds
Shares in Hatten Land closed at 3.1 cents on Aug 17.
