Burberry has partnered with Tencent Games on its blockbuster online game Honour of Kings. Burberry will add virtual products into the existing online game to offer a bespoke experience that aligns with the consumer's existing lifestyle. Both Tencent and Burberry research indicated a sustained growth in interest in online games among younger Chinese consumers. 

Josie Zhang, President of Burberry in China at Burberry 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.”