Hatten Land Limited and its subsidiaries, the “Group,” announced that Hatten Edge has signed a partnership agreement with Moonton Games to jointly develop and launch the world’s first Mobile Legends: Bang Bang Integrated Esports Hub in Melaka at EleementX and promote the game in Malaysia and across the region through marketing campaigns, esports tournaments, and branding events.
MOONTON Games’ Mobile Legends: Bang Bang boasts more than a billion downloads globally and 100 million monthly active users. Mobile Legends: Bang Bang has been a medal event since the 2019 SEA Games. In May 2022, the 31st SEA Games’ MLBB event drew over 2.2 million concurrent viewers during the grand final match between Indonesia and the Philippines.
Mobile Legends: Bang Bang’s gross sales topped $500 million in 2020, with user spending of $214.1 million in 2019. Malaysia is Mobile Legends’ most lucrative market, with players spending US$87.5 million. Indonesia was No. 2 for player spending, earning US$69.2 million, or 14% of the total. The US was No. 3, creating US$64.1 million, or 12.8% of allrevenue.
Under the cooperation agreement, Moonton Games and Hatten Land will transform ElementX mall and hotel in Melaka into the world’s first Mobile Legends-themed Integrated Esports Hub.
The world’s first MLBB-themed Integrated Esports Hub aims to provide experiential interactions and an immersive environment for players and fans, creating new innovative experiences and conducive spaces for gaming and Esports activities, hence attracting more footfalls to ElementX.
ElementX is projected to attract more visitors and promote tourism activities in Melaka, Malaysia
As Southeast Asia’s first large-scale integrated Esports experiential hub, Metaverse gateway, and themed award-winning hotel accommodation, Hatten Land has advanced its strategic pivots, including Phygital, Metaverse, and Esports, to attract footfalls and increase the value of its physical assets by re-purposing the assets and partnering with industry leaders, such as Huawei International, Focus Media Sports, KITAMEN, and Melak.