Bang Bang, Southeast Asia’s Best Game with 100 Million Monthly Active Users, Integrated Themed Esports Hub in Melaka at ElementX
– Continued advancement of Hatten Land’s strategic hub, including Phygital, Metaverse, and Esports, to attract visitors and increase the value of its physical assets by repurposing the assets and partnering with established industry leaders
– The partnership agreement has been signed with MOONTON Games, an international gaming developer known for producing critically acclaimed Mobile Legends: Bang Bang (“MLBB”), which has more than one billion downloads worldwide with a consistent player base of 100 million monthly active users and it is the #1 multiplayer online battle arena game in Southeast Asia(1)
– Hatten Land’s ElementX mall and hotel will be transformed into the world’s first of its kind integrated MLBB-themed Esports Hub featuring multiple giant displays of MLBB characters and eye-catching MLBB-themed facade and interior designs to create experiential interactions, an immersive environment with special rewards for MLBB players and fans around the world
– Positioned as an Instagrammable hotspot for gaming tourism and increasing traffic to ElementX, the world’s first integrated MLBB-themed Esports Hub in Melaka will be a brand new attraction in Malaysia that is expected to be a major driver for gaming and Esports activities and attracting new visitors (such as gamers and fans) and boosting tourism activities in Melaka
– More visitors and hotel guests are expected to be attracted to ElementX, located on a prime acreage in Melaka, a UNESCO World Heritage City, with its strategic and convenient location in Singapore, Kuala Lumpur, Selangor, Johor and other high-growth areas , as well as more than 20 million affluent populations within a radius of 250 km
SINGAPORE & MELAKA, MALAYSI, Aug 18, 2022 – (ACN Newswire) – Hatten Land Limited () (“Hatten Land“, “Company“, and together with its subsidiaries, the”Group“) is pleased to announce that its wholly owned subsidiary Hatten Edge Pte. Ltd. (“Hatten Edge“) has signed a cooperation agreement with MOONTON games to jointly develop and launch the world’s first Mobile Legends: Bang Bang (“MLBB“) Integrated Esports Hub in Melaka at ElementX, promoting Mobile Legends: Bang Bang in Malaysia and across the region through marketing campaigns, esports tournaments and branding events.
MOONTON Games and Hatten Land to Collaborate to Develop and Transform ElementX Mall and Hotel in Melaka into the World’s First Integrated MLBB Themed Esports Hub on ElementX
Developed by MOONTON Games, Mobile Legends: Bang Bang has over a billion downloads worldwide with a consistent player base of 100 million monthly active users and it is the #1 multiplayer online battle arena game in Southeast Asia.
Since the 2019 Southeast Asian Games (“SEA Games”), Mobile Legends: Bang Bang has been featured by consecutive SEA Games as a medal event. In May 2022, the SEA Games MLBB event garnered more than 2.2 million simultaneous viewers at its peak, during the grand final match between Indonesia and the Philippines, setting a new viewership record at the 31st SEA Games(3).
According to Sensor Tower Store Intelligence estimates, Mobile Legends: Bang Bang’s total gross sales surpassed $500 million in 2020, with user spend reaching $214.1 million in 2019. Malaysia has proven to be the most lucrative Mobile Legends market worldwide. , with players spending $87.5 there. million in the game, or 17 percent of total revenue. Indonesia ranked second in player spending, generating US$69.2 million, or 14 percent of the total, while the United States was number 3, accounting for US$64.1 million, or 12.8 percent of all revenues. (2).
Under the partnership agreement, MOONTON Games and Hatten Land will jointly develop and transform ElementX mall and hotel in Melaka into the world’s first integrated Mobile Legends-themed Esports Hub, which aims to attract 20 million visitors from across the region.
Featuring multiple giant displays of Mobile Legends: Bang Bang characters and striking MLBB-themed facade and interior designs, the world’s first MLBB-themed Integrated Esports Hub aims to create experiential interactions and an immersive environment for players and fans, enabling new innovative experiences and conducive spaces for gaming and esports activities, bringing more visitors to ElementX.
Located on a prime acreage in the center of a UNESCO World Heritage city that attracts 18.9 million visitors pre-covid, ElementX encompasses 1.88 million square feet of gross floor space across 13 floors, focused on the attracting experienced gamers and those new to esports and immersive phygital experiences.
By attracting new visitors (such as gamers and fans) and boosting tourism activities in Melaka, ElementX is expected to become the destination shopping mall in Melaka and a brand new family attraction in Malaysia.
Positioned as the first large-scale integrated Esports experience hub, Metaverse gateway and award-winning themed hotel accommodation, Hatten Land has continuously enhanced HattenLand’s strategic hub, including Phygital, Metaverse and Esports to attract visitors and enhance the value of its physical increase assets by repurposing the assets and partnering with established industry leaders such as Huawei International, Focus Media Sports, KITAMEN and Melaka Esports Association, etc. with the addition of Mobile Legends:
Bang Bang, Southeast Asia’s flagship game, Hatten Land has once again shown its consistency and constant dedication to realize its heralded strategic pivot.
Dato’ Colin Tan, executive chairman and general manager of Hatten Land, said:
“Gaming is becoming the most engaging form of entertainment in the world, with esports gaining popularity as a spectator sport.
Mobile Legends: Bang Bang has experienced explosive growth worldwide, with Southeast Asia being the main revenue market since its launch in 2016.
Responding to the growing popularity of MLBB, the world’s first of its kind integrated MLBB-themed Esports Hub at ElementX has been conceptualized with a range of experiential interactions and an immersive environment, as well as a multi-dimensional offering that redefines gaming experiences, enabling a special bonding MLBB fans and attracting more visitors and hotel guests to ElementX.
Together with MOONTON Games, we share the same commitment to creating a thriving, sustainable esports and gaming ecosystem in Malaysia and across the region, boosting tourism spending and driving new growth and opportunities in other business environments.”
Mr Fikri Rizal Mahruddin, Marketing Lead of MPL Malaysia, MOONTON Games, added:
“Our partnership with Hatten Land to launch the world’s first integrated MLBB-themed Esports Hub at ElementX 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. can replicate.
We look forward to working closely with Hatten Land to drive more community-driven and crowdfunded events in the region, increase the popularity of Mobile Legends: Bang Bang, and gain new fans.”
(1) https://themalaysianreserve.com/2021/03/03/mobile-gaming-is-the-future/
(2) https://sensortower.com/blog/mobile-legends-revenue-500-million
(3) https://www.oneesports.gg/mobile-legends/31st-sea-games-mlbb-grand-final-record/
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