Edjay Jilka on the European MLBB pro scene: “Opportunities are exactly what we want to provide first and foremost.”

You can’t just show up at a Counter-Strike 2 Major and tell all the fans who came, “Hey, check out MLBB.” That’s unrealistic and not our goal. We’re not competing for the attention of the same audience. MLBB is the biggest mobile game in esports, yet no one in the West has even heard of it. That’s how I began my keynote speech. It’s a huge opportunity precisely because the awareness gap is so wide. When I asked who plays Mobile Legends, people at the conference raised their hands. I was pleasantly surprised. But do they watch esports or participate in tournaments? Most likely not yet.

Our approach isn’t to create a great product for an audience that doesn’t yet exist. Why cook a first-class meal if no one is going to eat it? We spoke with professional gamers from Germany, Sweden, and Poland, asking them, “What challenges do you face in Europe?” and received this response: “We lack the opportunity to play at a professional level.” It is precisely these opportunities that we want to provide first and foremost.

Turkey ranks among our top five global markets in terms of both revenue and the number of players. The teams there are competitive. Geographically, it lies at the crossroads of East and West, which is important for building a cohesive region. And we’ve been investing there for several years now. That’s why hosting the M8 World Championship in Turkey—the first time the MLBB World Championship has been held in Europe—is the result of long-term work, not a risky move.

That said, working in this country is never easy. It all comes down to thorough discussions, including things you’ve already agreed upon. You have to be sensitive to cultural nuances, because people are very passionate about what they do and take every situation to heart. In fact, this is precisely why esports is gaining popularity around the world—it’s run by people who genuinely care about their audience, sometimes even a little too much.

According to our estimates, it should take shape in the second half of next year. Europe cannot exist in isolation—it must be part of the overall EMEA structure. And it’s impossible to launch it without first laying a European foundation, which is what we’re currently working on. This year, we held special qualifiers for Western Europe for the MLBB Mid Season Cup 2026. We also held qualifiers for this region at the MLBB Women’s International 2026. Organizations such as Team Spirit and Team Vitality are already participating in competitions within our ecosystem. We’re getting started—slowly, but surely.