Bulgari x Honor of Kings in-game jewelry skins stir excitement in China

Bulgari x Honor of Kings in-game jewelry skins stir excitement in China


Last month, Tencent-owned multiplayer online battle arena game Honor of Kings announced its partnership with Bulgari on social media. The two are set to launch their first-ever in-game digital jewelry skins on July 10. The collaboration, co-presented by Bulgari’s creative director Lucia Silvestri and the jewelry house’s Rome-based design team, as well as Honor of Kings’ development team, aims to explore the unique crossover between gaming and high jewelry. 

Netizens’ Reaction

With over 600 million Chinese players as of March 2023, Honor of Kings is one of the most popular mobile games in China. Brand collaborations with the game almost always generates significant online buzz in China. The teaser video released on June 20 has accumulated over 6 million views on Weibo. Meanwhile, the Weibo hashtag #BulgariHonor of Kings has garnered an impressive 41 million views in two weeks. Anticipation is high for the upcoming drop, with many netizens speculating about the appearance of the skins and which game characters they will be assigned to.


This is not the first time Honor of Kings has partnered with a luxury brand to release skins. In 2021, Burberry teamed up with the game to launch two new character skins, which were then canceled by the gaming title due to the luxury brand’s public stance on Xinjiang-made cotton. Still, news of the collaboration made waves on social media. Likewise, the Bulgari x Honor of Kings is expected to generate significant attention and buzz on a global scale for both parties.

Burberry partnered with Tencent Games’ blockbuster title Honour of Kings to engage younger consumers. Photo: Burberry

According to data from Sensor Tower, Honor of Kings generated a cumulative revenue of $903 million from the Apple App Store and Google Play during the first four months of this year, maintaining its position as the top-grossing mobile game worldwide. Its global awareness and high penetration among Chinese players also makes it a go-to partner for leading luxury brands eying the gaming sector.

Market research firm Newzoo points out that almost three-quarters of women globally played video games in 2022. As the number of female players continues to rise, their purchasing power will drive more fashion brands to tap into the gaming industry and create exclusive designs, equipment, and gift boxes for characters.

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