Tencent again aims to expand its mobile hit Honor of Kings globally

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Honor of Kings, the world’s largest mobile game created by Chinese internet giant Tencent, will release a global version by the end of this year.

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This is according to tweet from Level Infinite, which will publish the overseas version of the Battle Royale game for TiMi Studio, the legendary game development studio within Tencent that introduced Honor of Kings back in 2015.

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Based in Singapore and Amsterdam, Level Infinite is a publishing arm created by Tencent. in 2021 to help him deliver game games around the world.

This is Tencent’s second overseas attempt to replicate the success achieved by Honor of Kings in China, where users from teenagers to white collars battle their friends in short sessions of their busy lives and spend lavishly on weapons and costumes. The gameplay has been described by many as a mobile adaptation of League of Legends developed by Riot Games, now majority owned by Tencent.

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By 2021, Honor of Kings has generated $10 billion in worldwide revenue since launch, making it the highest-grossing mobile game on Google Play and the App Store, according to market analyst provider. sensor tower.

From January to August last year alone, the game made $2 billion, thanks in part to ongoing COVID-19 lockdowns that limited people to home entertainment. Its size eclipsed runner-up Brawl Stars, which made $320 million in user spending.

Success at home does not automatically mean success abroad. In 2017, Arena of Valor launched mainly as the western version of Honor of Kings, but it faltered outside of Asia. According to the data, in 2019, the US accounted for only 3.5% or $7 million of total user spending on the game outside of China, or 0.2% of what Chinese iOS players alone spent on the game. sensor tower.

Mistakes in “development and marketing” coupled with strained relations between Tencent and Riot Games were the reasons for the failure of Arena of Valor in Europe and the United States. Reuters reported in 2019.

Internal management issues aside, critics have argued that Arena of Valor failed to fully understand user behavior and culture in the West. For example, while Honor of Kings benefits enormously from integration with Tencent’s ubiquitous WeChat messenger in China, Western markets do not have an exact network equivalent.

So this new edition of Honor of Kings seems to be gaining momentum for Tencent’s second attempt. Unsurprisingly, the title is based on Arena of Valor and not a new development from the ground up, considering they both fall under TiMi. The launch also comes at a challenging time for Tencent, which just recorded the slowest quarter as China’s continued crackdown on video games and internet monopolies has stalled its revenue growth.

But the challenge of overseas expansion remains the same for Tencent: Will the game find a way this time to overcome international managerial and cultural barriers?




Credit: techcrunch.com /

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