Burberry partners with Tencent Games' Honour of Kings

By

Nigel TAYLOR

Published
Nov 3, 2020

Burberry is diving even deeper into the online gaming sector, announcing a partnership with China’s Tencent Games.

Specifically, the UK-based luxury fashion house is featured within Tencent’s Honour of Kings game, providing interactive digital content.

Burberry said gaming is increasingly becoming “a source of inspiration in luxury fashion”, with games offering “another opportunity for consumers to connect with Burberry’s products online”.

It noted that younger consumers, especially in its important China market, “are redefining community spaces, choosing to connect with each other and with brands in digital environments, such as sharing experiences through online games.

“Adding virtual products into existing online games environments offers a bespoke experience that aligns with the consumer’s existing lifestyle”, it added.

The tie-up with Tencent Games extends Burberry's association with the gaming market. It launched its own games — B Bounce and Ratberry — late in 2019, the latter in celebration of its 2020 Lunar New Year campaign. Burberry also introduced its first multi-player game, B Surf, in July, in tandem with its Thomas Burberry Summer Monogram campaign.

Josie Zhang, president of  Burberry China, said: “Online games are a platform on which we can tell brand stories in ways that we know really resonate with our customers in China.

“Introducing elements of Burberry’s house codes into one of Tencent Games’ environments allows customers to engage with the brand in more novel and freeform ways. Just like Burberry’s founder, we want to empower our community to explore their surroundings, whether it is online or offline”.