Burberry, the renowned British luxury brand, is solidifying its presence in the thriving Chinese gaming industry. In addition to its own successful game launches, B-Bounce, Ratberry, and B-Surf, and live streaming its fashion shows on Twitch, Burberry is now venturing into the world of gaming by investing in the popular Chinese game, Honor of Kings, created by technology giant Tencent.
Although not many details about this venture have been revealed, it is already known that Honor of Kings will incorporate “house codes” and branded skins into its multiplayer arena universe, which currently boasts a staggering 100 million players, including a significant 50% female player base, on its mobile platform.
Set to be realized in 2021, this project underscores Burberry’s recognition of the increasing interplay between the online and offline lives of luxury consumers in China. The brand emphasizes the importance of establishing seamless connections between these two spheres. Josie Zhang, President of Burberry China, explains that online games serve as a platform for sharing compelling brand narratives that resonate with Chinese consumers. Zhang further highlights the significance of these digital platforms, widely favored by Generation Z, which provide innovative and casual ways to engage with audiences. In a statement, Burberry states that “young consumers are reshaping social spaces by choosing to connect with each other and brands in digital environments, such as online games, where they can share common experiences.”
This initiative builds upon the existing partnership between Tencent and Burberry, which was established in November 2019 with a focus on developing social retail strategies in China. Earlier this year, the two parties unveiled an innovative Social Store based in Shenzhen.
For more information on Burberry’s gaming endeavors and its collaboration with Tencent, please visit the following links:
1. Burberry’s Gaming and Luxury
2. Tencent’s Collaboration with Burberry
