Lords Mobile partners with the iconic SmileyWorld for a new array of digital collectibles

Lords Mobile
(Image credit: IGG)

The developer of real-time kingdom-builder Lords Mobile has announced a joint partnership with SmileyWorld and Epik as part of a unique venture that will bring digital NFT collectibles to its strategy game.

Lifestyle brand SmileyWorld is home to the original Smiley, which is celebrating its 50th anniversary this year. To celebrate, CEO Nicholas Loufrani says the company is "thrilled" to be working with Lords Mobile developer IGG as part of its push into "a new era" of digital engagements.

The partnership will be celebrated during the game's Kingdom Smiles event, which began on September 30. For a limited time, players will be able to access an exclusive SmileyWorld Area and shop. Taking part in the activities available in the arena will reward players with special chests, as well as SmileyWorld Coins that can be exchanged in the Shop for exclusive emotes and avatars.

And what would a SmileyWorld crossover be without the iconic face itself? Players will be able to spot the SmileyWorld icon embedded into the world of Lords Mobile throughout the event via a number of shields and other visual effects.

To further build on the partnership between IGG and SmileyWorld, both companies will be collaborating with NFT platform Epik to create collectible artwork. Using Epik's blockchain technology, players will be able to interact with their digital items in-game, and collect their NFTs on Epik's dedicated marketplace.

Lords Mobile makes players the rulers of their very own kingdom. To help expand your borders and defend against threats, you'll need to gather resources and recruit powerful heroes, training armies to fight at your side. A multiplayer title that allows you to join forces - or battle against - players around the world, Lords Mobile launched in 2016 to critical acclaim, winning two Google Play Awards (including one for Best Competitive Game) in the years after its launch.

You can check out Lords Mobile, and its partnership with SmileyWorld and Epik, by downloading the game via the App Store for iOS, the Google Play Store for Android, or Steam for PC. 

GamesRadar+ was first founded in 1999, and since then has been dedicated to delivering video game-related news, reviews, previews, features, and more. Since late 2014, the website has been the online home of Total Film, SFX, Edge, and PLAY magazines, with comics site Newsarama joining the fold in 2020. Our aim as the global GamesRadar Staff team is to take you closer to the games, movies, TV shows, and comics that you love. We want to upgrade your downtime, and help you make the most of your time, money, and skills. We always aim to entertain, inform, and inspire through our mix of content - which includes news, reviews, features, tips, buying guides, and videos.