Global Esports Organizations Embrace Regional Diversity in 2024
The esports landscape witnessed a significant transformation in 2024 as major organizations strategically expanded into new regional markets and games. While North America maintained its strong presence in Call of Duty and Counter-Strike continued to dominate European and Brazilian scenes, mobile esports—particularly Mobile Legends: Bang Bang (MLBB) and PUBG Mobile—saw extraordinary growth in Southeast Asia.
Western Organizations Target Southeast Asian Mobile Gaming
The most notable trend of 2024 was the aggressive expansion of Western esports organizations into Southeast Asia’s MLBB scene. Team Liquid made headlines with their bold acquisition of STUN.gg holding company, which included established teams AURA Esports and ECHO. This strategic move granted them immediate access to premier teams in both Indonesia and the Philippines, along with academy teams in developmental leagues.
The investment proved highly successful for Team Liquid. Their Philippine division claimed victory in MPL Philippines Season 13 and achieved a remarkable semifinal finish at the MLBB Mid Season Cup 2024. Meanwhile, their Indonesian team secured the MPL Indonesia Season 14 title and advanced to the M6 World Championship finals. These achievements contributed to an unprecedented 82.8 million Hours Watched for Team Liquid’s MLBB divisions, representing 42.6% of the organization’s total viewership across all games. The peak concurrent viewership reached over 4.1 million viewers, setting a new record for the organization.
Strategic Partnerships and Regional Success
Fnatic took an alternative approach by forming a temporary alliance with ONIC Esports, combining their brands for teams in both Indonesia and the Philippines. The partnership, competing under the Fnatic ONIC banner, proved extremely successful, securing victories in MPL Indonesia Season 13 and the prestigious M6 World Championship. This collaboration generated more than 73.2 million Hours Watched, accounting for over half of Fnatic’s total viewership in 2024. The partnership concluded in early 2025, with both organizations returning to their original branding.
Other organizations also recognized the potential of the MLBB market. Aurora Gaming, based in Serbia, established a Filipino roster and obtained an MPL Philippines slot. Team Spirit, a Serbo-Russian organization, ventured into Eastern European MLBB competition, participating in the M6 World Championship.
Diversification Beyond Mobile Gaming
The trend of regional expansion extended beyond mobile esports. HEROIC, a Norwegian organization, made an unexpected move by signing a South American Dota 2 roster instead of a European team. While the team’s international performance was modest, they successfully qualified for The International 2024 through regional competition. This expansion into Dota 2 generated nearly 20 million Hours Watched, contributing 44.2% to HEROIC’s total viewership for the year.
Impact on Organizational Growth
The strategic expansion into new regions and games throughout 2024 demonstrated the evolving nature of global esports. Organizations that embraced regional diversity and invested in emerging markets saw substantial growth in their viewership and fan engagement. The success of these ventures, particularly in mobile esports, suggests a continuing trend toward greater regional diversification in the esports industry.
