Insights from James Yang: The Future of PUBG Mobile Esports

In a fascinating discussion with James Yang, Tencent's senior director of global esports and the driving force behind PUBG Mobile, we uncover the remarkable journey of this mobile battle royale game and its impact on the esports landscape. Launched on March 19, 2018, PUBG Mobile quickly gained traction, emerging as a titan within the mobile gaming community.

By 2022, this game not only claimed the title of Esports Mobile Game of the Year but also achieved astonishing financial success—garnering $2.6 billion in revenue in 2020 alone. The esports scene around PUBG Mobile has seen explosive growth, with a staggering peak viewership of 985,418 in 2024 and a jaw-dropping total prize pool of $16.3 million. To put that in perspective, the original PUBG: Battlegrounds saw a peak viewership of just 510,997 and a total prize pool of $6.8 million.

Expanding Horizons: Overcoming Barriers in Western Markets

Despite its success, PUBG Mobile faces challenges in Western Europe and North America, regions where mobile gaming remains overshadowed by traditional platforms such as PC and consoles. Yang emphasizes the need for changes in perception surrounding mobile gaming. He points out that in regions like Southeast Asia and the Middle East, mobile devices serve as the primary gaming platform for millions, whereas Western audiences often view mobile as a secondary option primarily used for casual gaming.

"We're on the cusp of a major shift," Yang states. He believes that with mobile gaming capturing nearly half of the market size, it’s only a matter of time before mobile esports will gain mainstream recognition in Western markets as well. "In the next three to five years, I hope to see a landscape where mobile esports is a household term," he adds.

Strategic Goals for Player Engagement by 2025

Looking ahead, Yang outlines PUBG Mobile's ambitious objectives for 2025. The strategy involves amplifying amateur game involvement and enhancing the competitive ecosystem. Since its inception, PUBG Mobile has transitioned from grassroots initiatives to establishing a globally recognized pro league, and now aims to bolster its amateur scene. "Battle royale games thrive on community engagement; hence, we want to ensure there are ample entry points for aspiring players," Yang explains.

Innovative Monetization Approaches

In terms of monetization, Yang differentiates between two primary categories: B2C (Business to Consumer) and B2B (Business to Business). While corporate sponsorships and media licensing are crucial for B2B, Yang insists that the primary focus remains on increasing visibility for PUBG Mobile through immersive esports experiences. "We are not solely focused on profits; it's about growing the player base and enriching the gaming experience for our fans," he explains.

An Open Call for Partnerships and Collaborations

On the topic of partnerships, Yang emphasizes their inclusive approach. "We're open to engaging with companies that align with our vision. It's essential that potential partners understand mobile esports and can bring unique ideas to the table," he states. The success of their events hinges on the creativity and innovation that partners can offer.

Celebrating Achievements and Looking Forward

Reflecting on 2024, Yang acknowledges the overwhelming success of their esports tournaments, particularly the PUBG Mobile Global Championship (PMGC) hosted in London. This landmark event represents significant progress for PUBG Mobile, further solidifying its place in the global esports arena.

PUBG Mobile’s trajectory demonstrates not only the rising prominence of mobile esports but also the vital shifts required in consumer perception, especially in Western markets. As Yang aptly states: "We’re just getting started, and the best is yet to come."