Burberry has collaborated with Honor of Kings, the flagship mobile game of Chinese tech giant Tencent.
Though much detail has not been revealed about the partnership, the brand said that it will be ‘introducing elements of Burberry’s house codes’ into the game’s environment in 2021. This means that the brands outfits or skin will be available for avatars in-game.
Games have become one of the most popular ways for brands to engage and reach out to the broader customers especially with China’s fashion-forward, digital-first luxury consumer.
Burberry is one of the most prominent upmarket labels in this space, and launched its online game, B-Bounce in 2019 October, followed by several different iterations since then.
“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,” Josie Zhang, President of Burberry China, said in a statement.
Burberry and Tencent had also collaborated in July opening the doors of a Burberry store described as “luxury’s first social retail store” in Shenzhen, China.
