Core Insights - The 10th anniversary celebration of "Honor of Kings" took place in Chengdu, marking its significant impact on the global mobile gaming landscape [1][4] - The event featured numerous celebrities and performances, emphasizing the game's cultural significance and community engagement [1][3] - "Honor of Kings" aims to expand beyond gaming into a comprehensive IP universe, including animation, music, and film [4][5] Industry Trends - The mobile gaming industry has shifted from "light casual" games to more immersive experiences, with "Honor of Kings" leading this transformation since its launch in 2015 [2][3] - The game has successfully integrated social features, achieving a record of 7.5 million daily active users (DAU) shortly after its release [3] - The game's DAU reached 139 million in 2025, while global monthly active users (MAU) surpassed 260 million, setting a new record for mobile games [6][7] Brand Collaborations - "Honor of Kings" has partnered with over 60 brands across various sectors, including fashion and beverages, to create co-branded products, enhancing its cultural relevance [7][8] - The collaboration with Estée Lauder targets a predominantly female audience, while partnerships with brands like iQOO focus on male gamers interested in esports [8] Cultural Impact - The game has become a significant cultural phenomenon in China, with its influence extending into tourism and local economies, as seen in the "Follow the Kings to Explore Chengdu" initiative [8][9] - "Honor of Kings" has launched over 50 skins related to traditional culture, appealing to younger audiences' desire for deeper cultural engagement [10][11] - The game is increasingly recognized as a vital part of China's cultural strategy, with educational initiatives and government support for the gaming industry [11]