The Mobile Legends Professional League (MPL) Philippines is evolving as it approaches the 10th anniversary of the game Mobile Legends: Bang Bang. After establishing a robust digital audience centered on this mobile game, the league is now considering strategies to engage this community in more meaningful ways, both online and offline. The question at the forefront is how to leverage the attention it has garnered over the years for greater interaction and connection with its fan base.
MPL Philippines has recognized that attracting viewers is just the beginning. At a recent Brand Socials Night event, the league emphasized that the goal is to integrate the digital experience with live engagements. This convergence allows brands to reach out to fans not just through broadcasts and social media but also at physical events. Lee Viloria, the Business Development Head of MPL PH, noted that while broadcasts and social media can provide scale, on-ground experiences are crucial for creating lasting relationships with fans.
The league's recent events have started to include a variety of community-centric activities, such as workshops and brand activations, enhancing the experience for fans who attend matches. Viloria pointed out that when fans come to the venue, they are not just spectators; the opportunities for sponsorship and community interactions are much broader, providing brands with an immersive platform to engage directly with potential customers.
Different brands have varied goals in their partnerships with MPL PH. For instance, China Airlines, which has only recently joined the league, is currently exploring how to connect with the younger demographic that comprises much of the gaming community. The partnership is still in its early stages and focuses on understanding how effective MPL can be in introducing the airline to this audience before launching more tailored promotional campaigns.
On the other hand, Visa has established a more involved relationship with MPL since its entry earlier this year. After participating in the M7 World Championship, Visa is finding ways to adapt its marketing strategies to resonate more effectively with the gaming community. Visa Philippines Head of Marketing, Nico Leviste, highlighted that engaging with this audience requires a tailored approach and pointed out the excitement surrounding discovering innovative ways to connect with fans through gaming culture and community events.
Leviste also expressed his amazement at the live engagement of fans during MPL events, noting that they were genuinely focused on the matches rather than distracted by mobile devices. This highlights a strong community commitment and passion, which is vital for brands looking to penetrate the gaming market. Visa's involvement includes offering ticket deals and exclusive experiences to cardholders, aligning more closely with MPL PH events.
Infinix, a smartphone brand partnered with MPL since Season 11, exemplifies a successful long-term collaboration. The company has engaged actively each season by creating fan-centric campaigns and on-site activations, which have resonated well with the community. Initially met with skepticism about its role as the official tournament phone, Infinix has since worked to create opportunities for fans to interact with the products during competitions, enhancing the relationship between brand and consumer.
As MPL looks to broaden brand engagement opportunities, it is also mindful of the limitations in turning fan engagement into sales. Viloria admitted that while the league strives to align brand objectives with community interests, it cannot guarantee direct conversion rates. The focus remains on deepening the relationship with the audience, which the league considers integral to its success. By listening to its fan base and creating spaces for interaction, MPL aims to foster a loyal community.
The league will continue its activities over the weekend, wrapping up the Season 18 group stages while celebrating the 10th anniversary of MLBB at the MLBB 10th Mall Fest, running until October 11. The initiatives taken by MPL Philippines suggest a commitment to not only enhancing viewer experience but also building a more engaged and interactive community that can greatly benefit from the growth of esports.
Overall, as MPL Philippines seeks to redefine its relationship with fans and brands, its focus on creating real-life experiences alongside digital engagement positions it well in the growing esports landscape.