Rawwy

Mobile Legends: Bang Bang (Moonton)

Project Overview:

Rawwy serves as the strategic social media partner for Mobile Legends: Bang Bang Esports within the dynamic MENA region. Our journey began in 2023 for a single event (M5 World Series), quickly proving our value and leading to a direct and long-term partnership for esports social media management in 2024. Building on this success, Moonton has renewed and expanded our mandate for 2025, specifically focusing on amplifying their thriving esports ecosystem in the MENA region. Our role encompasses managing official esports channels, driving community engagement, and providing impactful on-the-ground social coverage during premier international and regional tournaments.

Objective:

To significantly elevate MLBB Esports' brand presence and community engagement across MENA. Key goals included fostering a larger, more active fanbase, driving viewership and participation for MPL MENA, amplifying MENA's presence during global events like the M-Series (M6) and Esports World Cup (EWC), and solidifying MLBB's position as a dominant force in the region's mobile esports landscape.

Challenges:

Market Dynamics: Navigating a rapidly evolving and highly competitive MENA mobile esports scene with diverse audience preferences.
Real-time Demands: Delivering consistent, high-quality, and culturally relevant content during the intense, fast-paced schedules of major live events (MPL MENA, M5, EWC).
Engagement Scaling: Growing and maintaining meaningful interaction across multiple platforms with a rapidly expanding audience.

Process:

Our approach integrated deep regional insights with proven high-engagement strategies honed in gaming:

Localized Strategy: Developed a bespoke social media content calendar and tone of voice specifically tailored for MENA audiences, respecting cultural nuances while embracing esports excitement.
Multi-Platform Content: Created diverse, engaging content (video highlights, player spotlights, interactive stories, localized memes, infographics, live updates) optimized for platforms like Facebook, Instagram, TikTok, X (Twitter), and YouTube.
Community Cultivation: Implemented proactive community management, fostering discussions, running interactive campaigns (polls, Q&As, contests), and building direct relationships with fans and influencers.
Live Event Amplification: Deployed dedicated teams (on-ground for M6 & EWC, remote/hybrid for MPL MENA) to capture and share real-time updates, hype moments, behind-the-scenes glimpses, and key results, ensuring channels were the go-to source for tournament news.
Performance Tracking: Utilized analytics tools to constantly monitor engagement, reach, sentiment, and follower growth, providing regular reports to Moonton and using data to refine tactics.

Outcome:

Rawwy successfully fueled significant growth in MLBB Esports' MENA social media presence, cultivating a more vibrant and engaged community. Our dynamic coverage during flagship events like M6, MPL MENA S5 & S6, and the Esports World Cup generated substantial online buzz, increased fan interaction, and contributed positively to the overall event narratives. The demonstrable success and strong collaborative relationship led directly to Moonton renewing our partnership for 2025 with an expanded esports focus, validating the effectiveness of our approach.