Burberry has made its latest push into the gaming industry after launching a range of new branded digital skins for China’s biggest video game “Honor of Kings”.
Honor of Kings is a competitive multiplayer mobile video game which is so popular in China its developer Tencent has been forced to limit the number of players multiple times.
Burberry has continued the luxury fashion industry’s increasing overlap with the video game industry by releasing two exclusive skins for the game designed by its chief creative officer Riccardo Tisci himself.
The ‘legendary’ skins have been designed for the popular female character Yao, with the first featuring a classic cotton garbadine trench coat in Burberry’s signature check.
The second outfit is taken from Burberry’s spring/summer 2021 collection, featuring a royal blue trench coat and a crystal-embroidered vest.
Each skin will be available for players to buy online or in store in mainland China.
“Burberry’s signature gabardine, pioneered by founder Thomas Burberry and designed to protect the wearer against the elements, fits seamlessly with Yao, who personifies the role of a protector for her teammates,” the company said.
China is the number one games market in the world accounting for 25 per cent of the entire market, encouraging brands to find ways to overlap the demographics of luxury and gaming, as well as the millions who watch live esports events via live-stream channels like Twitch.
Brands such as Prada and Louis Vuitton have already collaborated with huge gaming franchises, with the latter releasing a range of both physical and ingame products with League of Legends, as well as sponsoring a tournament watched by more than 100 million fans.
Burberry has also has previously released two of its own video games including Ratberry and B Bounce in a bid to encourage more engagement and online store traffic.