Tencent Games has signed a partnership deal with British luxury brand Burberry to integrate and promote the company in its popular mobile game, Honor of Kings. The two companies will work together to integrate the brand into the game and promote it to its young “fashion-forward” demographic in China.
Mars Hou, vice president of Tencent Games and managing director of Tencent Esports, stated that the partnership will be officially launched in 2021, and Riccardo Tisci, chief creative director of Burberry, will act as the designer. Burberry China President Xinyu Zhang also confirmed that the company will integrate Burberry’s exclusive feature in Tencent’s gaming environment.
Financial terms and further details on the deal were not disclosed.
Developed by Tencent Games subsidiary TiMi Studios, Honor of Kings is one of the most popular mobile titles in the country. On Nov. 1, TiMi Studios announced that the game had surpassed 100 million average daily active users year-to-date. In some ways, Honor of Kings is not only a mobile game, but also a social platform in China.
Last month, Honor of Kings generated over $240 million in total revenue in September, exceeding PUBG MOBILE (Chinese version: Peacekeeper Elite) and became the top revenue generator of worldwide mobile games, according to a report by Sensor Tower.
However, Honor of Kings also needs to face an upcoming challenger in its mobile MOBA (Multiplayer Online Battle Arena) genre, League of Legends Wild Rift, which is developed by Riot Games, also a subsidiary of Tencent Games. The game is considered the original mobile version of League of Legends, and was featured at Apple’s iPhone 12 demonstration during a press conference in October.
On Oct. 28, Riot Games opened the game’s test servers in 12 countries including Japan, South Korea, and Singapore. Despite the fact that China was not among those 12 countries, many Chinese players have played the game on the Japanese server by using an internet accelerator. In esports, Riot Games partnered with luxury brand Louis Vuitton for its League of Legends World Championship in 2019 and 2020.