Societal Impact of Mobile Legends: Bang Bang in Malaysia - New Niko Partners Bulletin with MOONTON Games
Malaysia’s gaming scene continues to thrive, with more than half the country’s current population are active gamers. One of the most-played mobile games in Malaysia is Mobile Legends: Bang Bang (MLBB) and the game has evolved to more than just a casual play. MLBB has become an entertainment platform and part of the youth culture. Niko Partners and MOONTON Games team up to explore the wider societal impact of MLBB and MLBB Esports, particularly how gaming influencing ambitions, habits, and overall well-being of Malaysian gamers and esports community.
Malaysia’s esports development to continue under KBS 2026-2030 strategic plan
Malaysia’s esports policies and development strategies will continue under the Youth and Sports Ministry’s Electronic Sports Development Strategic Plan 2026–2030. Deputy Youth and Sports Minister Adam Adli Abd Halim stated the new plan builds on the previous blueprint introduced in 2019. One key milestone is Malaysia’s strengthened cooperation with the International Esports Federation (IESF), which now recognizes Malaysia as a significant player in the global esports landscape.
Why this matters: The continuation demonstrates the government’s commitment to maintaining a clear, structured, and competitive direction for the nation’s esports sector. This progress extends beyond international achievements to include grassroots development and talent discovery. Malaysia has also been acknowledged as the second host location after Riyadh for major world-class esports events, including the World Esports Championship and the IESF General Assembly.
Livestreaming Tracker October 2025 Highlights: Shooter Games Shoot to Prominence
Shooter games stole the spotlight on China’s livestreaming platforms in October 2025, according to our China Games & Livestreaming Tracker. Three titles from our Top 12 stood out and here’s why.
EA’s Battlefield 6 made an impressive entrance, pulling in 16.6M views on Huya and Bilibili despite not having an official local release. Meanwhile, Delta Force: Hawk Ops from Level Infinite (Tencent) held its position as the genre’s engagement leader. At #12, TeamSoda’s Escape from Duckov emerged as a breakout domestic hit, selling over 2 million copies within two weeks of release and earning 4.7M views on Douyu and Bilibili. Read the highlights in details and get the redacted sample of our here.
Diablo IV has blood and skeletons censored in China
Blizzard Entertainment and NetEase have confirmed that Diablo IV will officially launch in mainland China on December 12, marking the first time the title will receive an authorized release in the market. Developed by Blizzard and originally released worldwide in June 2023, Diablo IV attracted over 12 million players in its first month, according to company figures. The game’s China release follows the full restoration of Blizzard’s partnership with NetEase, which resumed operation of all previously suspended Blizzard titles earlier this year, including World of Warcraft, Overwatch 2, and Hearthstone.
Why this matters: Diablo IV stands apart as it had never received prior regulatory approval in China, only receiving a license this July. Due to regulations in China, blood and skeletons have been removed. For example, a boss in the game called “Wandering Death” is no longer portrayed as a giant skeleton but is now a creature made of rock and stone. While content censorship is common among games in China, we note that standards can sometimes be applied contextually or more favorable to domestic studios, which is why some other games have been able to receive approval without removing skeletons.
Google names Vietnam as APAC leader in mobile game, app revenue with 65% YoY growth
At Google Apps Summit 2025 in Ho Chi Minh City, Vietnam was highlighted as the Asia Pacific market with the fastest growth in game and app revenue, reaching a 65% YoY increase while Vietnamese-made products achieved over six billion downloads in 2024 (95% from international users), generating more than $75.9 million (VND 2 trillion) in export revenue and around 490,000 related jobs.
Why this matters: This mix of very high export share and deep platform backing reinforces Vietnam’s shift from a low-cost outsourcing base toward a mobile first, globally oriented development hub. Concurrently, studios that underinvest in security, IP ownership and production quality risk being squeezed as platforms tighten fraud protection and users encounter more polished, personalized ‘Made in Vietnam’ games showcased on curated collections.
Link to original article (Vietnamese) →
Savvy Games Group looks to China market for next investment
Savvy Games Group, the gaming and esports investment arm of Saudi Arabia’s Public Investment Fund, is signaling a stronger strategic focus on China as it enters its next phase of global expansion. During a recent visit to Shanghai, Prince Faisal bin Bandar bin Sultan Al Saud, vice-chairman of Savvy, emphasized China’s unique appeal, citing both its massive consumer scale and its globally competitive talent base. CEO Brian Ward confirmed that Savvy is actively pursuing new strategic or commercial partnerships globally, with China identified as a priority market, though he suggested timelines for any concrete deal remain long-term.
Why this matters: The company’s most recent China-linked investment was its 30% acquisition of Tencent-backed Hero Esports in 2023 for $265 million, aimed at deepening access to the Asian esports ecosystem. Savvy’s renewed interest aligns with Saudi Arabia’s broader ambition to build a world-leading gaming and esports hub under Vision 2030, which targets 39,000 gaming jobs and $13.3 billion in GDP contribution by the end of the decade.
NetEase launches Sword of Justice and Where Winds Meet overseas
NetEase Games has launched Sword of Justice and Where Winds Meet outside China this month. Both titles are already available in China, with the former under the name of Justice Online Mobile, with both being highly successful title. Sword of Justice launched globally on November 7 for PC and mobile, bringing its expansive Wuxia fantasy world to international audiences. The title quickly rose to the top of the App Store free download charts in Japan, Thailand, Malaysia, Vietnam, and across multiple Western markets. Where Winds Meet launched on November 14 for PC and PS5. Also positioned as F2P, the open-world action RPG is set in the turbulent Five Dynasties and Ten Kingdoms era and had 10 million pre-registrations.
Why this matters: Both titles represent NetEase’s strategic shift toward high-fidelity, cross-platform, free-to-play experiences that offer hours of content without pay to win mechanics. These launches reinforce the intensifying competition in the global F2P market, where Chinese publishers are leveraging technical scale, cultural IP, and cross-platform pipelines to challenge incumbents and shape evolving standards around fair gameplay and high-value content delivery.
Flutter takes $556 million impairment after Junglee Games ends real money gaming in India
Flutter Entertainment has recorded a $556 million impairment after its India-based subsidiary Junglee Games halted real money gaming (RMG) operations in response to the Promotion and Regulation of Online Gaming Act 2025, which bans online money games and related payments. Junglee, which previously ran Junglee Rummy and Howzat for 150 million users, will now operate only free-to-play (F2P) products while Flutter lowers its 2025 outlook, and other investors such as Nazara Technologies and Paytm have also booked sizeable one-off losses linked to India’s RMG ban.
Why this matters: India’s RMG ban continues to impact companies that operated in the space, while also reshaping how global and domestic companies assess regulatory risk in India, pushing them to prioritize compliance, diversified business models, and clearer separation between RMG products and broader gaming or tech operations. Flutter’s decision to keep Junglee’s F2P products and Hyderabad tech centre running shows that companies are more likely to rebalance portfolios than exit entirely, which could gradually shift capital and talent from banned RMG formats toward mainstream games, tools, and services.
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Tencent and Apple reach agreement on WeChat mini game commission fees
Tencent and Apple have finalized a major agreement that will allow Apple to process in-app payments for WeChat mini games and apps at a reduced 15% commission rate, ending a long-running dispute in China’s mobile ecosystem. The deal follows nearly a year of negotiations between the companies and marks a rare instance of Apple lowering its IAP commission in one of its most strategically important markets. Under the new arrangement, Apple gains direct access to a rapidly expanding revenue stream as IAPs in WeChat mini games continue to grow.
Why this matters: Previously, Tencent and third-party developers leveraged design loopholes that redirected users to external payment channels, enabling them to bypass Apple’s standard 30% fee. Apple’s priority throughout negotiations was to close these loopholes, while Tencent sought a sustainable framework that would avoid disrupting its massive developer ecosystem. The agreement also arrives amid increasing regulatory scrutiny of Apple’s practices in China.
Asus ROG Xbox Ally handhelds seeing strong demand
ASUS reported stronger than expected market demand for the ROG Xbox Ally handhelds during its Q3 2025 earnings call, with executives noting that the higher-end ROG Xbox Ally X model has significantly outperformed internal forecasts. The device, which launched globally on October 16, is currently selling through its existing stock, prompting ASUS to coordinate with upstream suppliers to accelerate component procurement and replenish inventory. ASUS expects the ROG Xbox Ally line to generate NT$3-5 billion ($96m- $160m) in revenue in its first quarter on the market and aims to stabilize quarterly revenue at NT$4-5 billion ($130m - $160m).
Why this matters: The strong initial demand reflects increased interest in PC gaming handhelds and also reflects demand for Xbox devices beyond home consoles. However, we note that the revenue figures suggest that unit sales for all ROG handhelds will be in the 150k to 250k range each quarter, underscoring just how niche the sector still is. In China, only the higher-powered ROG Xbox Ally X is currently available, with the base ROG Xbox Ally model scheduled to launch domestically early next year. ASUS and Xbox also jointly hosted a hands-on showcase event in Beijing on November 8, attracting over 90 participants who tested the device across titles such as Ninja Gaiden 4, further boosting visibility among core players.
Events
Mumbai, India
December 1-2, 2025
Speaker: Narinder Kapur
Malaysia's strategic continuity through KBS 2026-2030 reflects how goverment backing can shape regional ecosystems. With MLBB becoming more than just a game but a youth culture platform, the societal shift toward gaming as carrer pathway is noticable. The emphasis on grassroots development alongside international competion positioning sounds like a solid balance for sustanable growth.