<![CDATA[The development of the mobile game industry has increased the need for developers to build customer engagement and strong emotional connections with players. This study aims to analyze the influence of advice seeking, self-image expression, and game involvement on customer engagement, as well as the influence of customer engagement on brand intimacy with enjoyment as a moderating variable in Mobile Legends. The study used a quantitative approach with non-probability sampling through purposive sampling. The study population was Mobile Legends users in Indonesia with a sample of 150 respondents who played at least three times a day and had been using Mobile Legends for more than a year. Data were collected through a six-level Likert scale online questionnaire and analyzed using PLS-SEM with SmartPLS 4 through outer and inner model testing. The results showed that advice seeking and game involvement had a positive and significant effect on customer engagement, while self-image expression had no significant effect. Customer engagement had a positive and significant effect on brand intimacy, while creation did not have the strongest impact and enjoyment did not moderate the relationship. In conclusion, increasing active player engagement is a major factor in strengthening Mobile Legends' brand intimacy.]]>
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