Burberry partners with Tencent’s Honour of Kings

Burberry has embarked on a partnership with Tencent Games’ blockbuster online game, Honour of Kings.

The luxury brand said the move will give its customers another opportunity to connect with it online as it will offer them the chance to explore its products via the medium of the game.

The move follows research by the companies which found there has been sustained growth in interest in online games amongst younger Chinese consumers.

Josie Zhang, president of Burberry in 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.”

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