February 5, 2023

Tencent Video games has signed a partnership handle British luxurious emblem Burberry to combine and advertise the corporate in its standard cellular sport, Honor of Kings. The 2 firms will paintings in combination to combine the logo into the sport and put it up for sale to its younger “fashion-forward” demographic in China. 

Mars Hou, vice chairman of Tencent Video games and managing director of Tencent Esports, mentioned that the partnership will likely be formally introduced in 2021, and Riccardo Tisci, leader inventive director of Burberry, will act because the clothier. Burberry China President Xinyu Zhang additionally showed that the corporate will combine Burberry’s unique function in Tencent’s gaming surroundings.

Monetary phrases and additional main points at the deal weren’t disclosed. 

Evolved by way of Tencent Video games subsidiary TiMi Studios, Honor of Kings is among the hottest cellular titles within the nation. On Nov. 1, TiMi Studios introduced that the sport had surpassed 100 million reasonable day-to-day energetic customers year-to-date. In many ways, Honor of Kings is not just a cellular sport, but additionally a social platform in China. 

Final month, Honor of Kings generated over $240 million in overall income in September, exceeding PUBG MOBILE (Chinese language model: Peacekeeper Elite) and was the highest income generator of globally cellular video games, consistent with a file by way of Sensor Tower. 

SEE ALSO: Honor of Kings Defeats PUBG MOBILE, Again on Most sensible of Cell Video games Income International

On the other hand, Honor of Kings should also face an upcoming challenger in its cellular MOBA (Multiplayer On-line Struggle Area) style, League of Legends Wild Rift, which is advanced by way of Rebellion Video games, additionally a subsidiary of Tencent Video games. The sport is regarded as the unique cellular model of League of Legends, and was once featured at Apple’s iPhone 12 demonstration all through a press convention in October. 

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On Oct. 28, Rebellion Video games opened the sport’s take a look at servers in 12 international locations together with Japan, South Korea, and Singapore. Even supposing China was once no longer amongst the ones 12 international locations, many Chinese language avid gamers have performed the sport at the Jap server by way of the usage of an web accelerator. In esports, Rebellion Video games partnered with luxurious emblem Louis Vuitton for its League of Legends Global Championship in 2019 and 2020.