Case Study: KITAMEN x PTPTN — A Mobile Legends Challenge for a National Savings Campaign

By KITAMEN Esports Solutions • June 2026

Executive Summary

Client: PTPTN, under the Ministry of Higher Education, for its 2024 Bulan Menabung SSPN savings campaign.
KITAMEN ran a Mobile Legends esports challenge that turned saving money into competition.
The activation engaged Gen Z where they live, in the digital arena, with government-grade production.

Deep Dive: Turning Saving Into Competition

When most people think of student savings, they think of banks and boring booths. In 2024, PTPTN flipped the script. As part of its Bulan Menabung SSPN campaign, it launched an Esports Challenge with Mobile Legends as the crown jewel, a bold move to connect with Gen Z in the digital arena. A RM50 deposit requirement meant every match also built a real-world saving habit.

KITAMEN delivered the engagement strategy and the execution: a branded stage, official coverage and high production value, all to government standard. The choice of Mobile Legends was deliberate, as the most-played mobile game in Malaysia, making the campaign culturally relevant rather than a gimmick.

Local Insight: Meeting Youth in Their Arena

Mobile Legends is not just popular, it is Malaysia’s biggest esport: MPL Malaysia Season 16 peaked at 600,905 concurrent viewers. For a national body trying to reach young Malaysians, building the campaign around MLBB put the message exactly where its audience already gathers, with more than half of Malaysians now active gamers.

Quick Data Snapshot

Detail	Value	Source
Client	PTPTN / Ministry of Higher Education	KITAMEN works
Campaign	Bulan Menabung SSPN 2024, Mobile Legends challenge	KITAMEN works
MPL Malaysia S16 peak viewers	600,905	Esports Charts
Active gamers in Malaysia	More than 50% of the population	Niko Partners

The KITAMEN Standard: MLBB Events, Done Properly

The MLBB tournament operations behind the PTPTN challenge are a service KITAMEN runs today. See the project on the KITAMEN works page, or read how we organise Mobile Legends events through kitamen.my.

Frequently Asked Questions

What did KITAMEN do for PTPTN?

KITAMEN ran a Mobile Legends esports challenge for PTPTN’s 2024 Bulan Menabung SSPN savings campaign, delivering the engagement strategy and execution with a branded stage, official coverage and government-grade production.

Why did PTPTN use Mobile Legends for a savings campaign?

Mobile Legends is the most-played mobile game in Malaysia, so building the challenge around it made the campaign culturally relevant and put PTPTN’s message directly where young Malaysians already gather.

How did the challenge encourage saving?

A RM50 deposit requirement to enter meant every match also built a real-world saving habit, turning the act of saving into a competition rather than a chore.

Can KITAMEN run a Mobile Legends campaign for my organisation?

Yes. KITAMEN organises Mobile Legends tournaments and brand activations end to end, with the same government-grade execution it brought to the PTPTN Esports Challenge.

Where can I see the PTPTN project?

The PTPTN Esports Challenge project is on the KITAMEN works page at home.kitamen.my.

Call to Action

Want to reach a young audience through esports? Let us build the campaign. Chat with Ki on WhatsApp, contact KITAMEN, or explore our services.

Versi Bahasa Melayu

Apabila ramai orang memikirkan tabungan pelajar, mereka terbayang bank dan gerai membosankan. Pada 2024, PTPTN mengubah keadaan. Sebagai sebahagian daripada kempen Bulan Menabung SSPN, ia melancarkan Cabaran Esukan dengan Mobile Legends sebagai tarikan utama untuk menghubungi Gen Z di arena digital, dengan syarat deposit RM50 yang membina tabiat menyimpan sebenar. KITAMEN menyampaikan strategi penglibatan dan pelaksanaan bertaraf kerajaan. Mobile Legends ialah esukan terbesar Malaysia — Musim 16 MPL Malaysia mencapai kemuncak 600,905 penonton serentak. Operasi MLBB yang sama inilah yang ditawarkan KITAMEN hari ini. Lihat projek di laman kerja KITAMEN dan hubungi kami.