BEIJING — Tencent, the Chinese gaming giant, is focusing on the rising number of female players worldwide as it expands its mobile game Honor of Kings, which launched in the U.S. and other countries in June. The game, already immensely popular in China, recently attracted a record crowd of 33,000 fans to a stadium in Beijing for a competition featuring a $3 million grand prize, with many attendees being young women. This trend reflects a significant shift in the gaming demographic, moving beyond the traditional male-centric audience of console and PC gaming.
Since its debut in China in November 2015, Honor of Kings has gained popularity due to its accessible gameplay and short session lengths of about 15 minutes, allowing players to engage easily on their smartphones. “Honor of Kings became an important way for me to socialize,” said Tianyun Gao, who began playing in 2017 and later became a professional commentator for the game. Gao has moderated competitions in both Mandarin and English, including an international event in Riyadh, Saudi Arabia, and hopes to see esports gain the same mainstream recognition as traditional sports.
In February, Tencent’s subsidiary Level Infinite announced a $15 million investment to develop global tournaments for Honor of Kings, signaling a commitment to expanding its international reach. Although an international version of the game has existed since 2016 under various names, the latest push for Honor of Kings began in earnest in 2022, with its arrival in key markets like North America, Europe, and Japan in June. Within a month of its launch, the game surpassed 50 million downloads outside of China.
Mobile Gaming and Female Engagement
The increasing interest in gaming among women can be largely attributed to the convenience of mobile platforms, which allow for easy access without the need for expensive consoles. According to Jackie Huang, head of the Honor of Kings global esports division, nearly half of female gamers play exclusively on mobile devices. “Women make up a significant part of our player base, but we want to see this continue growing,” Huang said. He noted that 45% of gamers globally are women, and the user demographics for Honor of Kings are relatively balanced.
Gaming remains a crucial revenue driver for Tencent, with international games accounting for about 28% of its overall gaming revenue in the third quarter. The company also owns Riot Games, known for its hit title League of Legends, which has a strong presence in esports. Honor of Kings boasts an impressive daily player count of 100 million, following a similar competitive format with two teams of five players.
Challenges and Future Prospects
Despite the game’s popularity among female players, esports competitions are still predominantly male. The recent tournament in Beijing featured only male competitors, although Huang highlighted the inclusion of a female player from Team Vitality in the global championship, which is managed by women.
The game’s appeal to female gamers is enhanced by its diverse roster of playable characters, many of whom are inspired by Chinese historical and mythological figures. In 2021, the Honor of Kings competition in China introduced a tournament specifically for female players, with this year’s finals set to offer a prize of approximately $41,000.
The pandemic has accelerated female engagement in gaming, according to Chirag Ambwani, Senior Vice President of gaming and entertainment at SensorTower. He noted that the accessibility of content and overall growth in gaming participation have contributed to this trend. Research from SensorTower indicates that Honor of Kings is experiencing healthy growth, with average revenue exceeding $5 per user in the U.S. and Canada.
As Tencent continues its global expansion of Honor of Kings, the company is poised to capture a larger share of the growing female gaming market, aiming to solidify its position both in China and internationally.
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