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JD.com, Tencent partner to bring ecommerce to China-based e-sports league

Monday 20 July 2020 11:39 CET | News

JD.com has partnered with Tencent’s marquee e-sports league King Pro League (KPL) to bring the benefits of ecommerce to its mobile game.

According to South China Morning Post, there are almost 470 million e-sports consumers in the country, KPL being the country’s top professional e-sports league for Tencent’s mobile game Honor of Kings, known elsewhere as Arena of Valor. Moreover, KPL tournaments made a total of 24 billion views in 2019.

Furthermore, the partnership, will allow JD to launch a series of new marketing campaigns for the league and direct millions of e-sports fans to its own platforms where they can buy the latest gadgets and e-sports merchandise. 

Overall, the growth of both e-sports and ecommerce have been accelerated by the coronavirus pandemic. E-sports revenue in China grew 25% year on year to USD 16.6 billion in 2019, while revenue generated by the ecosystem, including advertising and merchandising, currently accounts for 24.7% of the total and is on track to account for one third by 2021.

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Keywords: JD.com, Tencent, E-sports, King Pro League, KPL, ecommerce, mobile game, coronavirus
Categories: Payments & Commerce
Companies:
Countries: China
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