Burberry partners with Honor of Kings to appeal to gaming audience

Credit: Burberry Weibo

Burberry has signed a partnership with Tencent’s Honor of Kings, one of the most popular mobile games in China, to integrate the luxury brand into the game.

The partnership, which will officially be launched in 2021, shows Burberry’s willingness to embrace digital technologies and popular trends in China. Co-branding with the gaming industry offers huge potential to reach new followers and expand the brand’s audience.

“As interactive digital content is increasingly becoming a source of inspiration in luxury fashion, games offer another opportunity for consumers to connect with Burberry’s products online… Chinese luxury consumers’ offline and online lives increasingly intertwine, with more demand for a seamless connection between the two.”

A statement from Burberry about the collaboration

The partnership with Tencent’s leading game has come just five months after Burberry and Tencent launched a social retail store together in Shenzhen. The concept store developed a creative and innovative area for consumers and has shown the potential for digitalisation in the luxury retail sector.

According to TiMi Studios who developed Honor of Kings, the multiplayer online battle game reached 100 million daily active users on November 1. Honor of Kings generated approximately $240 million in revenue in September, which was the highest revenue of any mobile game globally.


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