Maiden international ‘515 United We Win’ campaign to launch worldwide simultaneously
Shanghai, CHINA, 22 April 2019 – Mobile multiplayer online battle arena (MOBA) Mobile Legends: Bang Bang (MLBB) is no strange name to the world of eSports. With figures spanning over 500 million installs, and 60 million monthly active users globally, it is in the top 10 grossing rank.
Taking into account the number of active users, MLBB is launching its first global 515 campaign theme: ‘515 United We Win’ to attract players across the globe. To top it off, the campaign will run in Malaysia starting April 21, for a month. Aimed at garnering the participation of five million active MLBB Malaysian users, it is also hoped to spur the curiosity and participation of non-players everywhere, in the global arena.
Developed by Shanghai Moonton Technology, the game’s popularity is unquestioned having been enlisted for a medal event at the 2019 Southeast Asian (SEA) Games scheduled for November in the Philippines. In February, collaboration with popular French football team Paris Saint-Germain (PSG) was announced in which PSG unveiled its Mobile Legends team, PSG.RRQ.
Malaysia is among the 10 countries in the simultaneous launching of the month-long ‘515 United We Win’ campaign. The others are Indonesia, Philippines, Cambodia, Myanmar, Vietnam, Singapore, Japan, Thailand and Russia.
Moonton regional marketing manager for Southeast Asia, Nelson Woon affirms that the campaign is to unite gamers and non-gamers to the MLBB. “We are looking to gain new entries and within the campaign, a new game mode will be released as we strive to defeat an upcoming darkness.
He adds that this year’s campaign, riding under the hashtag trends #515Unite and #MLBB, will consist three phases. The first phase will pique the public’s curiosity through various methods. Cosplayers will ride on LED lit-trucks that will drive around the country in the second phase. The culmination and third phase will be held on May 15 in an in-game; event which will feature all MLBB heroes who are re-uniting to save the world.
Many goodies have been lined up for the campaign including figurines and merchandise, limited edition ‘515 United We Win’ Touch’N Go cards as well as free pizzas by Domino’s Pizza Malaysia.
Woon notes Malaysia’s keenness in becoming a digital sports hub. “eSports is growing in Malaysia and following a discussion with the Youth and Sports Ministry, we acknowledge that the government is highly supportive of eSports and is going to introduce the eSports Blueprint that will benefit Malaysia in terms of economy.
“Even the Olympic Council Asia has realised that the global viewership and content value for eSports has overtaken traditional sports, and what follows next will be the revenue (i.e. sponsorships, content and media rights, ticketing and merchandise). That is why we have eSports as a medal event on par with traditional sports for Asian Games last year (2018) and SEA Games this year (2019)”Woon adds.
Confident that in a span of a single year there would be more of an eSports audience, rather than those watching typical sporting events, Woon cite PSG’s partnership and the launch of ONE eSports by Singapore-based martial arts organisation ONE Championship as examples of eSports booming.
The 515 United We Win campaign will kick off in Penang’s Gurney Paragon Mall on April 21 before heading further north to Alor Setar on April 27, at the Menara Alor Setar-Aman Central. Ipoh hosts the third stop on May 1 at AEON Station 18 and then the campaign makes its way to Sunway Pyramid in Selangor on May 4. Domino’s Pizza in Bandar Baru Uda, Johor Baru will host the second last stop on May 11 and on May 18, the 515 United We Win campaign comes to a close at Fahrenheit, Kuala Lumpur.
Besides that, Domino’s Pizza Malaysia will be releasing the 515 Pizza Offer during the 515 Unite campaign period at all 238 stores nationwide with exciting contests and rewards.