Mobile esports push west with G2, MOONTON deals

G2 entered a partnership with PUBG Mobile Esports to accelerate competitive growth across Western Europe. MOONTON Games signed development agreements with PGL and SURGE in Europe and with NODWIN Gaming for the Americas to expand Mobile Legends: Bang Bang (MLBB) and PUBG Mobile outside Asia.

MOONTON said the agreements cover league development, tournament support and pathways for teams and players in the target regions. The publisher also outlined plans to expand MLBB activity in the Middle East, North Africa and Turkey.

Mobile esports audiences remain largest in Asia. Honor of Kings set a Guinness World Record in 2025 for the largest attendance at an esports event. MLBB continues to draw major viewership in Malaysia and the Philippines. Brazil and other parts of Latin America have long supported competitive PUBG Mobile and Free Fire scenes.

Efforts to build Western competitive scenes in 2020–2023 did not scale in many markets. Several regional leagues shrank after the pandemic-era peaks as in-person attendance and viewership patterns changed. The Brazilian Free Fire League experienced declines after earlier growth during lockdowns.

Western esports organisations have previously expanded by investing where mobile gaming was already strong. Team Vitality acquired Bigetron Esports and established Jakarta operations in May 2025. Team Liquid, FaZe Clan and Ninjas in Pyjamas have invested in mobile operations outside Europe, and Team Liquid fielded an all-Filipino roster that won the Mobile Legends tournament at the Esports World Cup 2025.

Industry participants have said they are applying lessons from earlier attempts and relying on more integrated global competition frameworks. Cross-region events and the formation of national and regional industry bodies aim to coordinate activity and create clearer pathways for tournaments and teams.

Runestone, a data and infrastructure provider, expressed support for SURGE and NODWIN’s international expansion plans. Runestone’s managing director, Shawn Clarke, described the company as optimistic about MLBB’s prospects in new markets and confirmed Runestone would support related infrastructure work.

MOONTON formalised a framework with the Esports Integrity Commission to encourage third-party tournament organisers to invest in MLBB events. Publisher and partner agreements are designed to provide governance, commercial terms and operational support to make regional competitions more attractive to sponsors and organisers.

Executives at Western clubs and at publishers have highlighted the importance of having a presence in mobile esports. Publishers and esports organisations are pursuing a mix of regional investment, governance agreements and technical support to increase competitive activity in Western Europe and the Americas.