Mobile Esports: Compeition On The Go
The landscape of esports has been continuously evolving, and one of the most significant trends in recent years is the rise of mobile esports.
This phenomenon has transformed competitive gaming, making it more accessible and global than ever before. This thought piece explores the dynamic world of mobile esports, delving into its growth, the key players, technological advancements, and the unique opportunities it presents for brands and advertisers.
The Rise of Mobile Esports
Growth and Major Titles
Mobile esports has seen exponential growth, driven by popular titles such as "PUBG Mobile," "Mobile Legends: Bang Bang" (MLBB), and "Free Fire." These games have established massive competitive scenes, attracting millions of players and viewers worldwide. In 2024, "PUBG Mobile" introduced the Partnered Mobile Super League (PMSL), providing more stability and guaranteed slots for partnered teams. MLBB plans to host over 2000 tournaments globally, expanding its reach beyond Southeast Asia to regions like China and North America.
Emerging Contenders and New Titles
New titles like "Honor of Kings," backed by Tencent, and upcoming releases such as "VALORANT Mobile," "Rainbow Six Mobile," and "Warzone Mobile" are set to disrupt the market. These games, drawing from their successful PC counterparts, are poised to create new competitive scenes and attract significant attention from both players and viewers.
Technological Advancements
Technological enhancements, such as 120 FPS support for flagship devices in games like "PUBG Mobile" and new features like 120 FOV in "Warzone Mobile," are improving the gaming experience, making mobile esports more competitive andappealing. These advancements ensure that mobile esports can offer a high-quality gaming experience that rivals traditional esports.
Understanding Mobile Esports
How Mobile Esports Works
Mobile esports operates similarly to traditional esports but has distinct differences due to the nature of mobile devices and the gaming ecosystem:
Games and Platforms: Competitive gaming on mobile devices involves titles like "PUBG Mobile," "Mobile Legends: Bang Bang," "Free Fire," and upcoming games such as "VALORANT Mobile" and "Rainbow Six Mobile".
Tournaments and Leagues: Events range from local competitions to international championships, featuring substantial prize pools and global online broadcasts. Examples include the Free Fire World Series (FFWS), PUBG Mobile Super League (PMSL), and the Mobile Legends Professional League (MPL).
Accessibility: One significant advantage of mobile esports is its accessibility, as players can compete using widely available smartphones, reducing the barrier to entry compared to traditional esports, which often require high-end PCs or consoles.
Differences from Traditional Esports
Hardware Requirements: Traditional esports require high-performance gaming PCs or consoles, specialised peripherals, and stable internet connections. In contrast, mobile esports only require a smartphone or tablet, making it more accessible and affordable.
Game Design and Mechanics: Mobile games are designed with touch controls and shorter game sessions in mind, differing from the more complex controls and longer match durations of traditional esports titles.
Audience Demographics: The audience for mobile esports tends to be younger and more geographically diverse, with significant followings in regions where mobile gaming is prevalent due to economic factors and infrastructure.
Market Growth and Investment: Mobile esports are experiencing rapid growth and attracting substantial investments from game developers, sponsors, and event organisers.
Tournament Formats: Mobile esports tournaments can be more flexible, often featuring shorter seasons and more frequent events, contrasting with the more extended and structured seasons of traditional esports leagues.
Key Players in Mobile Esports
Game Developers and Publishers
Tencent Games: Responsible for "PUBG Mobile" and "Honor of Kings," Tencent is a major force in mobile esports.
Garena: The publisher behind "Free Fire," Garena has a strong esports presence, particularly in Southeast Asia and Latin America.
Moonton: Developer of "Mobile Legends: Bang Bang," Moonton has created a leading mobile MOBA game with extensive esports tournaments.
Riot Games: Known for "League of Legends," Riot Games is entering the mobile esports market with "Wild Rift" and the upcoming "VALORANT Mobile".
Esports Organizations and Teams
Team Secret: Competing in various games, including "PUBG Mobile," Team Secret benefits from a strong organisational structure and support.
Bigetron Esports: Known for their success in "PUBG Mobile" and "Mobile Legends: Bang Bang," Bigetron Esports leverages its brand and resources to support these teams.
EVOS Esports: With notable teams in "Mobile Legends: Bang Bang" and "Free Fire," EVOS Esports maintains a consistent presence across different gaming communities.
Nova Esports: Having won multiple championships in "PUBG Mobile," Nova Esports manages teams in other esports titles, demonstrating versatility and reach.
Playing on Mobile Devices
Devices and Setup
Smartphones and Tablets: Professional players use high-end smartphones or tablets capable of handling intense graphics and processing demands. Brands like iPhone, Samsung, and ASUS ROG are popular choices.
Dedicated Gaming Phones: Devices like the ASUS ROG Phone offer higher refresh rates, better cooling systems, and customizable controls to enhance gaming performance.
Tournament Environment
LAN Events: High-stakes tournaments often use Local Area Network (LAN) setups to ensure stable connections and reduce latency.
Controlled Devices: Organisers usually provide devices to ensure uniformity and fairness, preventing potential tampering or unauthorised software use.
Screen Mirroring for Spectators: Gameplay is mirrored onto larger screens for spectators, allowing fans to follow the action in real-time with commentary and analysis.
Gameplay Setup
Custom Controls: Players customise control layouts on their devices to suit their playstyle. Games like "PUBG Mobile" and "Mobile Legends: Bang Bang" allow extensive customization of button placement and sensitivity settings.
Accessories: Players use accessories like thumb sleeves for better grip and control, cooling fans, and external battery packs to prevent devices from overheating and ensure they last through long sessions.
Training and Practice
Scrims and Practice Matches: Teams participate in scrimmages (scrims) and practice matches to hone their skills and strategies, often played online but also in LAN settings for better coordination.
Analysis and Coaching: Teams employ coaches and analysts to review gameplay footage, develop strategies, and provide feedback, mirroring traditional esports training methodologies.
Opportunities for Brands and Advertisers
In-Game Advertising and Sponsorships
Native Ads and In-Game Purchases: Mobile games often integrate native advertisements seamlessly into the gaming experience. Brands can sponsor in-game items, skins, and events that enhance the gaming experience while promoting their products.
Reward-Based Advertising: Many mobile games use reward-based advertising where players watch ads in exchange for in-game currency or items, leading to higher engagement and positive brand association.
Location-Based Advertising
Geotargeting: Mobile esports can utilise geolocation capabilities to deliver location-specific advertisements, offering promotions or events relevant to the player's surroundings.
Augmented Reality (AR) Campaigns: AR experiences blend real-world locations with in-game elements, encouraging players to visit physical locations and creating unique engagement opportunities.
Direct Consumer Interaction
Interactive Ads: Mobile platforms allow for interactive advertisements that engage users through touch, tilt, and other sensor-based inputs. Brands can create mini-games or interactive stories that integrate their products in a fun and engaging way.
Social Media Integration: Mobile esports players often use their devices for social media, enabling brands to create integrated campaigns that encourage players to share their in-game achievements on platforms like TikTok, Instagram, and Twitter. This leverages the social aspect of mobile gaming for viral marketing.
Data-Driven Marketing
Personalised Advertising: Mobile devices collect a wealth of user data, allowing for highly personalised marketing campaigns. Brands can use this data to deliver tailored advertisements that match the interests and behaviours of individual players, increasing relevance and effectiveness.
Analytics and Insights: The data generated from mobile gaming sessions provides brands with deep insights into player behaviour and preferences, helping refine marketing strategies and develop products that better meet the needs of the target audience.
Event Sponsorship and Integration
Mobile Esports Tournaments: Sponsoring mobile esports tournaments and events provides significant exposure to a highly engaged audience. Brands can integrate their products into the event experience, from sponsoring teams to providing branded in-game content during tournaments.
Live Streaming and Influencer Partnerships: Many mobile esports events are live-streamed on platforms like Twitch and YouTube. Brands can partner with popular streamers and influencers to reach large audiences through sponsored content, product placements, and live shout-outs during streams.
Major Mobile Esports Tournaments
Notable Tournaments and Viewership
Free Fire World Series (FFWS): One of the most anticipated mobile esports events, the FFWS held a peak viewership of over 570,000 in 2023. Despite being lower than its historical peak, it still demonstrates substantial interest and engagement.
PUBG Mobile Global Championship (PMGC): A major event in the PUBG Mobile esports calendar, the PMGC attracted over 980,000 peak viewers in 2023, highlighting its continued popularity.
Mobile Legends: Bang Bang (MLBB) M4 World Championship: MLBB events collectively amassed millions of hours watched throughout the year, with the M4 World Championship being one of the premier events.
Arena of Valor (AOV) Premier League: Popular in Southeast Asia, the AOV Premier League saw a peak viewership of over 970,000 in 2023, drawing intense competition and significant fan interest.
Brands Activating in Mobile Gaming
Examples of Brand Engagement
Advergaming and Product Placement: Brands create custom games or integrate their products into the game’s storyline or environment. For example, branded vehicles or in-game billboards feature advertisements, enhancing brand awareness through interactive experiences.
Reward-Based Advertising: Brands like Papa John's and Aveeno have used rewarded ads in mobile games, where players receive in-game rewards for watching advertisements, ensuring high engagement rates.
In-Game Advertising Platforms: Platforms like Google AdMob and Meta offer various ad formats tailored to mobile gaming, such as interstitial ads, native banners, and contextual ads strategically placed to maximise visibility without disrupting gameplay.
User-Generated Content and Social Media Integration: Campaigns encouraging players to share their in-game achievements on social media can drive organic engagement and broaden the reach of branded content.
Community-Driven Marketing: Brands sponsor major mobile esports events or teams, gaining exposure to dedicated fan bases. The Free Fire World Series and the PUBG Mobile Global Championship are significant events where brands can reach large, engaged audiences through various sponsorship opportunities.
Localised and Geotargeted Ads: Using location data, brands can deliver highly relevant ads that resonate with the player's immediate environment, increasing the likelihood of engagement.
The Future of Mobile Esports
Technological Advancements
Improved Hardware: The continuous advancement in mobile device hardware, such as higher refresh rates, better cooling systems, and more powerful processors, will enhance the gaming experience. Gaming-specific smartphones like the ASUS ROG Phone and Black Shark are setting new standards for performance.
5G Connectivity: The rollout of 5G networks will provide faster and more reliable internet connections, reducing latency and enabling more seamless gameplay. This is crucial for competitive gaming, where milliseconds can make a difference.
Expansion of Game Titles
New Releases: Anticipated titles such as "VALORANT Mobile," "Rainbow Six Mobile," and "Warzone Mobile" are expected to enter the mobile esports scene, bringing with them established fanbases from their PC and console counterparts. These new entries will diversify the types of games available for mobile esports.
Cross-Platform Play: More games are likely to support cross-platform play, allowing mobile gamers to compete against PC and console players, further integrating the mobile esports ecosystem with the broader gaming community.
Increased Investment and Sponsorship
Corporate Sponsorships: Brands are increasingly recognizing the value of mobile esports, leading to more sponsorships and partnerships. This influx of investment will help fund larger prize pools, more frequent tournaments, and better infrastructure.
Regional Leagues: Companies like Tencent and Garena are expanding their regional leagues, ensuring a global presence. This will help develop local talent and create a more structured competitive environment.
Enhanced Viewer Experience
AR/VR Integration: Augmented reality (AR) and virtual reality (VR) technologies are expected to enhance the viewer experience by providing more immersive ways to watch and interact with esports events. This can include virtual stadiums or interactive elements that bring fans closer to the action.
Interactive Streaming: Platforms like YouTube and Twitch are likely to introduce more features that allow viewers to interact with streams, such as real-time statistics, voting on game outcomes, and direct engagement with streamers.
Global Reach and Inclusivity
Emerging Markets: Regions like Southeast Asia, India, and Latin America are becoming hotspots for mobile esports due to the widespread availability of smartphones and mobile internet. The growth in these regions will contribute to a more diverse global player base.
Inclusivity Initiatives: There will be increased efforts to promote diversity and inclusion within the mobile esports community, including initiatives to support female gamers, LGBTQ+ players, and other underrepresented groups.
Monetization and Business Models
In-Game Purchases and Ads: The trend towards monetizing through in-game purchases and rewarded ads will continue, providing a steady revenue stream for game developers. Brands will explore more sophisticated in-game advertising methods that blend seamlessly with gameplay, offering items like exclusive skins, power-ups, and branded content that enhance the player experience while generating revenue.
Esports Platforms and Apps: Dedicated platforms for mobile esports will emerge, offering comprehensive services from tournament organisation to player matchmaking and fan engagement. These platforms will facilitate easier access to competitive gaming for both players and organisers, streamlining the esports experience and providing new opportunities for monetization through subscriptions, premium content, and exclusive events.
Conclusion
Mobile esports is a rapidly growing segment of the esports industry, distinguished by its accessibility, diverse player base, and innovative game design tailored to mobile devices. As technological advancements continue and new titles enter the market, mobile esports will only expand further, attracting more players, viewers, and brands. The unique opportunities for advertising and sponsorship within this space offer brands a dynamic and interactive platform to engage with a highly engaged and diverse audience. As the ecosystem matures, it will offer even more opportunities for players, developers, brands, and fans, solidifying mobile esports as a significant pillar of the broader esports industry.
Brand Takeaways
Leverage In-Game Advertising: Mobile esports offers unique opportunities for in-game advertising that enhances the gaming experience. Brands can sponsor exclusive in-game items, events, and skins that resonate with players and increase engagement.
Utilise Geotargeting and AR Campaigns: Take advantage of the mobile platform's geolocation capabilities to deliver location-specific advertisements and augmented reality (AR) experiences. These can drive real-world engagement through virtual platforms, creating unique and memorable interactions.
Engage with Reward-Based Advertising: Reward-based ads, where players receive in-game rewards for watching advertisements, ensure higher engagement and positive brand association. Brands should develop engaging and relevant ad content that ties into the gaming experience.
Invest in Sponsorships and Partnerships: Sponsoring mobile esports tournaments and events can provide significant exposure to a highly engaged audience. Partnering with popular streamers and influencers can also amplify reach and brand visibility during live streams and events.
Explore Data-Driven Personalization: Mobile devices offer a wealth of user data that can be used to deliver highly personalised marketing campaigns. Brands should leverage this data to create tailored advertisements that match the interests and behaviours of individual players, increasing the relevance and effectiveness of their campaigns.