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Compare MLBB and Wild Rift in Southeast Asia. Learn localisation, ASO and esports strategies to grow mobile games effectively.
The mobile gaming market in Southeast Asia continues to expand rapidly, with revenue projected to reach approximately US$3.14 billion by 2024 and maintain a compound annual growth rate (CAGR) of 7.40% through to 2027.
(Source: Statista)
With the regional player base expected to exceed 157 million users, Southeast Asia presents a high-engagement opportunity for developers and publishers aiming to scale effectively.
The charts below highlight the TOP 10 titles on both the App Store and Google Play across the region:
(Source: Foxdata)
Across Southeast Asia’s highly competitive app marketplaces, one pattern stands out: Mobile Legends: Bang Bang (MLBB) consistently ranks within the top three across multiple countries.
Developed by Moonton (a ByteDance subsidiary), MLBB has secured substantial market share, outperforming many regional and global competitors.
In contrast, League of Legends: Wild Rift—despite its strong IP heritage—shows comparatively weaker performance across the same markets.
(Example: Ranking comparison in Malaysia)
So why has MLBB succeeded where Wild Rift struggles in Southeast Asia?
From an app marketing perspective, the answer lies in execution: deep localisation, stronger ASO strategy, and sustained community and esports engagement. These factors provide actionable direction for teams targeting growth in similar emerging markets.
MLBB’s localisation approach goes beyond translation—it embeds cultural identity directly into gameplay.
Characters draw heavily from Southeast Asian mythology and history. Examples include Gatotkaca (Indonesia), Minsitthar (Myanmar), and Paquito (inspired by Filipino boxing icon Manny Pacquiao).
These heroes function as cultural touchpoints, strengthening emotional resonance and player identification.
By contrast, Wild Rift largely reuses champions from the existing League of Legends universe, with limited visible adaptation for Southeast Asian audiences.
Discussions such as those on Reddit highlight the lack of clear regional representation.
This gap directly impacts user affinity—giving MLBB a measurable advantage.
>>> MOBA Case Study: Scaling Globally Through App Localisation
Keyword coverage remains a core driver of discoverability in app stores.
As of April 2024, MLBB ranks for roughly 23.8K keywords in the Philippines Google Play Store, compared with approximately 17.5K for Wild Rift—giving MLBB a clear visibility advantage.
(Source: FoxData)
This difference extends beyond volume into ranking quality. For high-intent terms such as “mobile games”, MLBB ranks first while Wild Rift sits significantly lower. Under category terms like “MOBA”, MLBB still leads.
Effective keyword strategy directly improves organic reach and boosts conversion rates (CVR).
👉 ASO Guide: Keyword Research & App Visibility
Within Southeast Asia, MLBB has evolved into a leading mobile esports title, delivering exceptional viewership and engagement—often outperforming established PC titles.
(Source: Esports Charts)
The MLBB Southeast Asia Cup 2023 attracted approximately 3.7 million peak viewers, reinforcing its regional dominance.
More broadly, MLBB has embedded itself into mainstream culture across SEA:
Wild Rift, by comparison, has struggled to scale its esports presence, with significantly lower viewership figures. This limits both visibility and long-term user retention.
Scale + precision is essential.
Expand keyword coverage while prioritising high-intent terms. Continuous optimisation using tools such as ASO keyword tracking tools ensures sustained visibility.
* Explore scalable growth via guaranteed keyword ranking services and app install campaigns.
Growth strategy typically follows two paths:
Extend IP into new formats and genres, as seen with Riot’s ecosystem including Wild Rift, TFT, and Project L.
👉 Global Mobile Gaming Trends Report
Invest in esports ecosystems to strengthen user retention and community lifecycle value.
MLBB demonstrates how localisation + esports infrastructure can compound growth, while Wild Rift highlights the risk of underinvesting in regional engagement.
Ultimately, sustainable growth depends on aligning product, marketing, and community strategy with local market dynamics.
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