Submitted by FamestersAgency IPI Score 35/100

Mobile Legends: Bang Bang: CIS ambassador program on YouTube and Twitch

Influencer Marketing

Famesters signed 14 vetted YouTube gaming creators as brand ambassadors for Mobile Legends: Bang Bang in the CIS market, then extended the program to Twitch.

3.7Mviews
$45.71average cpm
3,703,440Total views

About the campaign

Mobile Legends: Bang Bang needed to grow awareness and drive new installs among gamers in the CIS region, where attention was already held by established titles like Dota 2, CS:GO, PUBGM and Brawl Stars. A mobile MOBA had to earn credibility inside existing gaming communities rather than interrupt them, and Famesters worked from the view that creators who genuinely learn a game produce better content than creators handed a one-off brief.

Famesters built a long-term brand ambassador program of vetted YouTube gaming creators, each meeting a hard floor of 30,000 average views per video and supported by detailed briefs on in-game characters and events. It screened more than 140 creators, signed 14 as ambassadors, and later, in March, extended the program to Twitch streamers to reach additional communities. The engagement began when the publisher's media partner, Lian Qiao Media, found Robzi, one of Famesters' exclusive influencers, and grew into a full program.

Ambassador depth beat placement breadth: detailed briefs let creators build real skill in the game, which the agency credits for higher content quality, and staging YouTube first then Twitch let the program expand on evidence. Content ran on YouTube and Twitch. Famesters reports 3,703,440 total views at a $45.71 average CPM; no install or revenue figures were disclosed, the year is not given, and the results are not independently verified.

Case in 60 seconds

Mobile Legends: Bang Bang needed to grow awareness and drive new installs in the CIS market, where gamer attention was already held by established titles like Dota 2, CS:GO, PUBGM, and Brawl Stars.

Creators who genuinely learn a game produce better content than creators handed a one-off brief, so a small roster of skilled ambassadors could outperform broad placement buying.

Build a long-term brand ambassador program of vetted YouTube gaming creators, each meeting a hard 30,000 average views-per-video bar, supported by detailed briefs on in-game characters and events.

Famesters screened more than 140 YouTube gaming creators, signed 14 as ambassadors, and later extended the program to Twitch streamers to reach additional gaming communities.

The agency reports 3,703,440 total views at a $45.71 average CPM, and the client extended the program to Twitch in March. No install or revenue figures were disclosed, and no results are independently verified.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gamers in the CIS region, reached through the YouTube and Twitch creators they already watch. The client set a floor of 30,000 average views per video for any selected creator.
CIS gaming audiences already had strong loyalties to established titles, so a mobile MOBA had to earn credibility inside existing gaming communities rather than interrupt them.
Mobile Legends: Bang Bang was competing for attention against Dota 2, CS:GO, PUBGM, and Brawl Stars, all popular with the same target audience.
Enter the CIS gaming conversation through trusted creators who visibly played and understood the game, positioning it as worth a download alongside entrenched titles.
Based on the agency's account, ambassadors given detailed briefs on characters and events built genuine skill in the game, which raised the quality and credibility of their content.

Creative & Execution System

Assets & channels

  • YouTube ambassador videos from 14 signed gaming creators
  • Twitch streams from gaming streamers added as the program expanded
  • Detailed creator briefs covering in-game characters and events

Partners

  • Famesters (influencer agency)
  • Lian Qiao Media (publisher-side media partner)
  • Moonton (game developer)

Participation mechanic

  • Long-term brand ambassador contracts rather than one-off placements
  • Creator selection gate of at least 30,000 average views per video

Creator role

  • YouTube gaming creators as brand ambassadors
  • Twitch gaming streamers reaching additional audiences

Results & Evidence

MetricValueResult typeConfidence
Total views3,703,440reachAgency reported
Average CPM$45.71efficiencyAgency reported

Why Famesters's strategy worked

  1. 1

    A hard selection gate (30,000 average views per video) turned creator vetting into an objective process: more than 140 screened, 14 signed.

  2. 2

    Ambassador depth beat placement breadth: detailed briefs on characters and events let creators build real skill in the game, which the agency credits for higher content quality.

  3. 3

    Staging the rollout, YouTube first and Twitch second, let the program expand on evidence of the first phase rather than assumption.

  4. 4

    The client's decision to extend the program to Twitch is the strongest available signal of satisfaction, since no outcome metrics beyond views and CPM were published.

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