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Honor of Kings characters Luban 7, Mulan, and Bull Devil as seen in a McDonald’s commercial. (Picture: McDonald’s)
AbacusTech

McDonald’s is selling Honor of Kings Big Macs

Tencent's blockbuster mobile game ties up with nearly 100 brands in promotional event

Video gaming
Karen Chiu
Karen Chiu
Why you can trust SCMP
This article originally appeared on ABACUS
McDonald’s Japan had Pokémon Go. Now, the global burger chain has launched another mobile game collaboration -- this time with Honor of Kings in China.
Honor of Kings characters Luban 7, Mulan, and Bull Devil as seen in a McDonald’s commercial. (Picture: McDonald’s)

As part of a campaign called “Give Me Five” (the name refers to the multiplayer game’s five-versus-five format), McDonald’s outlets across the country are rolling out Honor of Kings-themed food.

That includes three different sizes of Big Macs, strawberry and blueberry “power” pies, “magic crystal” soda, and cheesecake with the face of a game character printed on it.

Honor of Kings characters printed on food packaging. (Picture: Tencent)
Known as Arena of Valor in the West, the hit MOBA (multiplayer online battle arena) game from Tencent has attracted more than 200 million players in China alone since it launched in 2015. Last quarter, it was the world’s number one smartphone game in terms of revenue, according to US research company Sensor Tower.

Besides McDonalds, nearly a hundred Chinese brands are also partnering with Honor of Kings. Bike-sharing firm Mobike is letting riders unlock special “skins” (virtual costumes) -- and ride-hailing app Didi Chuxing is giving out discounted journeys.

Tencent is making a TV series about China’s biggest game

For more insights into China tech, sign up for our tech newsletters, subscribe to our Inside China Tech podcast, and download the comprehensive 2019 China Internet Report. Also roam China Tech City, an award-winning interactive digital map at our sister site Abacus.

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