Level Infinite, the publisher of popular mobile MOBA game Honor of Kings (HOK), is ramping up its global esports strategy with a particular focus on Southeast Asia, according to James Yang, Senior Director of the company’s Global Esports Center. In an interview, Yang unveiled ambitious plans to establish HOK as a dominant force in the international mobile esports landscape, leveraging the game’s success in China to fuel its expansion into new markets.

Building a Comprehensive Ecosystem

In a recent interview, Yang highlighted esports as a central pillar of HOK’s global expansion. The company has already hosted two invitational tournaments in Turkey and Malaysia, coinciding with the game’s global launch. Yang emphasized the importance of building a comprehensive esports ecosystem, from amateur to professional levels. Yang also confirmed HOK’s long-term commitment to the Esports World Cup (EWC), revealing a multi-year contract with the event. He expressed satisfaction with the production quality and fan engagement at the EWC.

“Esports is a very important factor for publishing HOK to be successful globally, and we continue to push and invest,” Yang stated. He teased upcoming events, including the HOK Championship in October, and hinted at “exciting news” for Malaysian fans in the near future.

Yang outlined multiple metrics for measuring the success of their esports initiatives, including viewership, player engagement, and content creation. He stressed the importance of open tournaments that allow amateurs to participate, potentially paving their way to becoming professional players.

Focus on Southeast Asia and Addressing the Competitive Gap

Southeast Asia appears to be a key target for HOK’s expansion. Yang cited high smartphone penetration and the popularity of mobile esports in the region as favorable factors. However, he also emphasized that HOK remains a global game, with opportunities for players worldwide to participate in tournaments and potentially join professional teams.

Yang cited several favorable factors in the region:

“Southeast Asia, smartphone penetration is very high. Even some countries, it’s higher than 100%. That means one person has two phones or three phones. So that smartphone penetration is very fast. Also, mobile esports is super popular in Southeast Asia by many games.”

When asked about the competitive mobile MOBA landscape in Southeast Asia, Yang expressed confidence in HOK’s ability to succeed, citing the game’s quality, graphics, sound, and hero balance as key advantages. He also highlighted HOK’s inclusion in the Asian Games and potential future involvement in the Olympic Games as factors that could attract more players.

Addressing the competitive gap between Chinese and global teams, Yang acknowledged the disparity but expressed confidence that it would narrow over time. He pointed to HOK’s rapid ecosystem-building efforts outside China as a strategy to accelerate this process.

Competing in a Crowded Market

The mobile MOBA landscape, particularly in Southeast Asia, is highly competitive, with established titles like Mobile Legends and Wild Rift already commanding significant market share. However, James Yang expressed unwavering confidence in Honor of Kings’ ability to succeed in this crowded space. He pointed to several key factors that he believes will set HOK apart from its competitors.

Yang emphasized the quality of Honor of Kings as a game. “We have confidence that HOK will be the winner finally because firstly, the game quality, like graphic quality, also sound, and also the balance,” he stated. This focus on high-quality graphics and sound design is intended to provide players with a premium gaming experience that stands out in the mobile market. Additionally, Yang highlighted the game’s extensive roster of over 100 heroes, emphasizing the critical importance of hero balance in maintaining a fair and engaging competitive environment.

Challenges and Future Plans

While Honor of Kings’ global expansion and esports strategy appear promising, James Yang acknowledges that the path forward is not without its challenges. However, his perspective on these obstacles is notably optimistic, framing them as necessary steps in the journey towards success rather than insurmountable barriers.

One of the primary challenges facing the Honor of Kings team is the sheer scale and intensity of their esports operations. “I think it’s challenges everywhere and I don’t think the challenge is just by Southeast Asia,” Yang noted. He elaborated on the demanding nature of their work, explaining, “As an esports team (division), yes we have, for example, esports event is happening every time, everywhere, all over the world. So our teams need to work 24 hours, 7 days.” This constant cycle of events and tournaments requires a dedicated and tireless workforce, operating across different time zones to ensure smooth execution of their global strategy.

As Honor of Kings continues its global expansion, Level Infinite is betting heavily on esports as a driver of growth, with a particular emphasis on developing markets like Southeast Asia. The company’s strategy involves rapid ecosystem building, continuous investment in tournaments and events, and a focus on content creation and player engagement.

Level Infinite aims to establish HOK as a leading mobile esports title worldwide. The coming months may reveal more about the company’s specific plans for various regions and how they intend to bridge the competitive gap between Chinese and global teams. As the mobile esports landscape continues to evolve, Honor of Kings appears poised to play a significant role in shaping its future.