IHG Hotels & Resorts has partnered its loyalty programme, IHG One Rewards, with the King Pro League (KPL), one of China’s leading mobile esports competitions, featuring MOBA title Honor of Kings. Members in Greater China can now redeem points for KPL match tickets and exclusive fan packages.
“The spirit of perseverance found in esports echoes our commitment to creating exceptional travel experiences,” said Rita Jiang, Chief Commercial & Marketing Officer at IHG Greater China. “This partnership with KPL is not only a strategic initiative to engage younger audiences, but also a way to resonate emotionally with the passions that define them.”
Members can exchange points for esports-related rewards as well as other lifestyle benefits.
The press release also highlights trends in China’s esports market. In 2025, the user base is expected to exceed 510 million, with nearly 70% under the age of 30. Gen Z consumers are increasingly drawn to personalised and immersive experiences, while the industry is extending into culture, tourism, and lifestyle, forming a broader “esports+” ecosystem.
IHG’s collaboration with KPL aims to engage with these trends by linking esports events with consumer loyalty programmes.
