Who isn't familiar with Mobile Legends: Bang Bang? This mobile MOBA (multiplayer online battle arena) game has taken the world by storm, boasting millions of players globally.
By December 2023, Mobile Legends had been downloaded a staggering 6.1 million times, with 577 million downloads since its initial release in July 2016.
Beyond its exhilarating battles, Mobile Legends harbors an intriguing secret behind its successful business model.
More than just a mobile game, it serves as a complex platform and ecosystem with innovative and lucrative business strategies.
Let's dive into the world of Mobile Legends beyond the battlefield. We'll explore how Moonton, the game's developer, makes big bucks with smart monetization strategies.
From Virtual Arena to Real-World Wallet: Understanding Mobile Legends’s Revenue
According to data from Statista.com, Mobile Legends has amassed cumulative profits of $180.41 million from in-game purchases, with its highest revenue recorded in 2021 at $222.24 million.
The bulk of these impressive profits come from the Asian continent, particularly Southeast Asia.
Malaysia leads the pack contributing a total of $87.5 million or 17% of the overall revenue, followed by Indonesia with $69.2 million or 14%, while the U.S. market contributes $64.1 million, accounting for 12.8% of the total revenue.
Although the game enjoys its greatest popularity in Southeast Asia, its global influence cannot be underestimated.
This broad reach contributes to Moonton's revenue stream, the publisher of Mobile Legends.
In-Game Purchases: Backbone of Revenue
Moonton, the developer of Mobile Legends, employs various monetization strategies to generate revenue, ranging from in-game purchases to other monetization channels outside the game itself.
Some of the in-game purchases that form the backbone of Mobile Legends's revenue include:
1. Microtransactions
Microtransactions are Mobile Legends' primary revenue-generating strategy.
Players can buy various in-game items using Diamonds, the game's virtual currency. These items include:
Skins: Divided into various categories with diverse visual quality and effects, Mobile Legends skins range from Normal, Elite, Special, and Starlight, to special event skins in collaboration with other entities like Attack On Titan and King Of Fighter. Besides being attractive accessories in the game, limited edition skins also serve as a status symbol among players, contributing significantly to Moonton's profits.
Emblems: The Emblem system is a recent gameplay feature offered by Moonton for Mobile Legends players. Emblems and their Talent Sets can be customized to fit various playstyles, granting players the freedom to explore and experiment, thereby increasing their engagement with the game.
Heroes: As of February 2024, there are at least 123 playable heroes in Mobile Legends: Bang Bang, categorized into various roles including Tank, Support, Mage, Fighter, Assassin, and Marksman.
2. Macro transactions
In addition to microtransactions, Mobile Legends also offers macro transactions where players can purchase Diamonds in large quantities using real money.
These Diamonds can then be used to buy microtransaction items or top-up Battle Passes.
The Battle Pass is a reward system offering various exclusive items such as skins, heroes, and emotes.
Players can level up their Battle Pass by completing missions and purchasing Battle Pass Points.
Revenue from E-Sports & Tournaments
Apart from in-game purchases, Mobile Legends also doubles its revenue through its globally dispersed player base, allowing income streams from community aspects formed within the game, such as E-Sports & Tournaments.
1. Mobile Legends Development League (MDL)
MDL is a league organized by Mobile Legends, catering to junior categories.
It serves as a platform for pro players to showcase their skills or nurture new talents in the E-Sports scene.
2. Mobile Legends Professional League (MPL)
MPL is a prestigious tournament in the Mobile Legends: Bang Bang E-Sports scene, offering substantial prizes and spawning numerous E-Sports teams with massive popularity.
3. Mid Season Cup
Formerly known as MSC, the Mid-Season Cup features showdowns among top teams across regions.
Expanding its reach beyond Southeast Asia, the Mid-Season Cup fosters inclusivity for teams worldwide.
4. M World Championship Series
Mobile Legends: Bang Bang doesn't limit itself to regional tournaments but also ventures into global competitions.
As the highest tier tournament in the Mobile Legends E-Sports scene, it attracts players aspiring to become internationally recognized Pro Players.
Conclusion
Mobile Legends has proven itself to be more than just an exciting mobile MOBA game.
Behind its thrilling battles lies an innovative and successful business model.
Moonton, the developer of Mobile Legends, has created a profitable ecosystem through various monetization strategies, from enticing microtransactions to convenient macro transactions, and through sponsorships and advertisements.
Continuously innovating and expanding, Mobile Legends is poised for a bright future.
We might witness new business model innovations, player base expansions, and a stronger position in the gaming industry.
Mobile Legends is not just a beloved game but also a trailblazer in potentially inspiring new business models for other game developers.
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