Burberry Partners With Tencent Games for Honor of Kings Integrations in China

UK-based luxury brand Burberry has signed a partnership with Tencent Games to integrate its products into the online mobile game Honor of Kings in China. Financial terms and length of the deal were not disclosed, nor were exactly what the two companies will do to integrate the brand into the multiplayer battle arena game, beyond saying in the announcement that it would include interactive digital content and provide a way for consumers to connect with Burberry’s products online. 

It is also unclear if this partnership will extend to Tencent’s Honor of Kings esports efforts.

Tencent and Burberry said that they were targeting China’s “fashion-forward, digital-first customers” with this new effort.

On Monday, Tencent Games’ TiMi Studios announced that Honor of Kings had surpassed 100M average daily active users year-to-date.

Burberry is the latest in a long list of non-endemic apparel, automotive, and luxury brands to connect with video games and esports including Gucci, Louis Vuitton, BMW, adidas, Nike, and many more.

Editor’s note: Pia Schörner, head of BMW Esports, will be a guest on a panel called “Luxury Brands and Esports: Stepping Stone, or Long-Term Play?” at Esports Rising, the annual esports business conference from The Esports Observer and Sports Business Journal. The day-long event takes place on Nov. 19 and will be hosted online due to the COVID-19 pandemic. For more information and pricing, visit the Esports Rising website.