Mobile Legends: Bang Bang is preparing for its official launch in the Thailand region, but the game faces an uphill battle in a market already dominated by other mobile MOBAs. In Thailand, the competitive scene for Mobile Legends remains relatively quiet, as most local players still prefer Tencent’s Arena of Valor (AOV).
Adding to the challenge, Tencent is also planning to release Honor of Kings in Thailand — a move that could further strengthen its grip on the Southeast Asian MOBA market. This puts Moonton, the developer behind Mobile Legends, in a tough position as it now faces competition from not one, but two major titles from Tencent in the same region.
Despite the growing competition, Moonton continues to expand globally. The company has announced plans to host the NACT Spring 2026 tournament in North America, aiming to strengthen its presence in the Western esports scene. The event will reportedly involve collaboration with several publishers and developers to help grow the Mobile Legends competitive ecosystem overseas.
However, when it comes to Thailand, Moonton’s usual marketing strategies may not have the same impact. With Arena of Valor and Honor of Kings already dominating the market, Mobile Legends will need a different approach to attract Thai players — potentially through new tournaments, community engagement, or exclusive local content.
While it remains to be seen how successful Mobile Legends can be in such a competitive space, fans are watching closely to see how Moonton adapts its strategy for the Thai gaming community.