In addition, both M.A.C. and "Honor of Kings" share a similar age demographic — between 18 and 24 years old — and female players overtook males in May 2017 as the dominant gender for "Honor of Kings," which has more than 200 million monthly players since it first launched in 2015 and became the world's highest grossing game in 2018, according to app market research firm App Annie.
The partnership moved forward under the lead of M.A.C.'s China team which approached Tencent with the initiative. While most collaborations like this require the go-ahead from the brand headquarters, the local China team, in this case, was given the freedom and support to create a plan.