Actual-life bracelet from Honour of Kings online game for Valentine’s? Tencent and Chow Sang Sang suppose so
Tencent’s blockbuster cellular title, Honour of Kings (HoK), is now providing its personal gold and silver equipment in partnership with Hong Kong jewelry retailer Chow Sang Sang, the sport introduced on the Chinese language microblogging website Weibo on Sunday.
Impressed by 5 heroes within the recreation, the HoK-themed jewelry merchandise are actually obtainable through Chow Sang Sang’s on-line shops in a Valentine’s Day advertising marketing campaign. The costliest merchandise is a 1,980 yuan ((US$292) bracelet with a gold pendant of Daji, a Chinese language concubine-turned-magician character in HoK with harmful powers.
HoK’s tie-up with the jewelry retailer comes after its earlier collaboration with Canadian cosmetics model MAC. Final month, HoK and MAC launched 5 co-branded lipsticks that includes colors on the lips of the sport’s well-liked feminine characters. Some colors bought out inside an hour, native media reported.
Whereas jewelry and make-up manufacturers have all the time had tie-ins with cartoon characters, resembling Hey Kitty and Disney princesses, it’s a comparatively new development for conventional retailers to launch merchandise with gaming themes. In Japan, Pikachu magnificence merchandise have been made attainable by means of partnership between native vogue model Its’Demo and the Pokémon franchise since 2014.
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In HoK’s case, the sport had over 100 million feminine gamers, or greater than half the full, by Might 2017, in line with an estimate by knowledge agency Jiguang. Final yr, 63 per cent of the Weibo viewers of HoK’s professional league video games had been feminine, stated the social media website.
In 2018, HoK grossed US$1.93 billion in participant spending, a rise of 20 per cent from a yr earlier, in line with Sensor Tower. In 2016, the sport took in simply US$589 million.
Regardless of the slowing progress, HoK stays some of the necessary money cows for Tencent, which has but to monetise its newer smash-hits like Fortnite and PlayerUnknown’s Battleground after Chinese language authorities suspended the approval of latest video games for many a part of final yr.