Moving from Passive Ads to Active Gaming Culture: Moonton’s Ringo Lung on CMO Strategy

Is your brand just another ad, or part of the culture? In this episode of the Mana Partners Culture Series, we sit down with Ringo Lung from Moonton, the powerhouse behind Mobile Legends: Bang Bang (MLBB)—the world’s most-watched mobile esport. Moving from traditional sports marketing at FC Barcelona to the cutting edge of gaming, Ringo reveals why traditional media playbooks fail with Gen Z and how CMOs can successfully navigate this $180M+ media value ecosystem. We dive deep into the shift from passive consumption to active participation, exploring how brands like Visa, Realme, and Fairy are moving beyond simple "media buys" to create genuine value within gaming communities. Key topics covered: The "Fandom is Universal" Theory: Lessons learned transitioning from FC Barcelona to global esports. Beyond Media Buys: Why Gen Z doesn't just receive culture—they live inside it Success Stories: How a jewelry brand (Fairy) and a payment giant (Visa) cracked the gaming code. Measuring ROI: Moving from passive impressions to driving "search intent" and $180M in media value. Global Expansion: Why MLBB is moving its World Championships to Istanbul and the strategy behind "Global Growth". Whether you are a CMO wondering where to start or a Marketing Director looking to scale your gaming presence, this conversation provides the blueprint for authentic engagement in a digital-first world. Chapters: 00:00 - The Shift in Modern Marketing 01:05 - From FC Barcelona to Mobile Legends 02:49 - Similarities Between Sports and Esports Fandom 07:00 - The Scale of Mobile Legends: Bang Bang 10:33 - Global Expansion Strategy 17:56 - Finding the Right Gaming IP for Your Brand 22:34 - Case Study: Visa's Mythic VIP Experience 24:14 - Case Study: Authentic Integration with Fairy Jewelry 26:04 - Measuring ROI and Driving Search Intent 30:52 - Why Gaming is Culture, Not a Media Channel