Social networks and video games, two industries that have experienced tremendous growth in recent years. However, what is the relationship between these two industries? One of the platforms that is revolutionizing video game discovery is TikTok.
Let’s see how TikTok is changing the way users discover new video games and how companies can take advantage of this opportunity.
A new way of creating content
The short video format has become very popular on social media, and TikTok is the platform that has taken this to the next level. Compared to live content or long form videos, short videos can be produced faster and more efficiently. This has allowed content creators to experiment more and have more iterations over time.
TikTok has pioneered the short video format and has allowed users to create trends and challenges. While this has been most evident in dance or music, it has started to happen in video game content as well.
The TikTok Discovery Window
TikTok’s most valuable innovation is its recommendation algorithm. According to Harish Sarma, global head of sports and gaming content, TikTok is an entertainment platform, not a social network. On TikTok, users can discover new content quickly and unexpectedly.
Inclusion is one of the founding principles of TikTok, and this applies to the gaming industry as well. Toxicity in video games is a major problem, but TikTok’s algorithm helps weed through content that resonates with a wide audience.
A new way of discovering video games
TikTok is investing in gaming content and giving developers and creators the tools to reach its audience of more than 1 billion monthly active users around the world. The short video format and inclusion on the platform are democratizing game discovery for both indie developers and large publishers.
SYBO Games’ Subway Surfers is a good example of how TikTok can be a powerful tool for game discovery. According to Philip Hickey, CMO of SYBO Games, TikTok helped catapult the game to 4 billion downloads in its lifetime.
Growth opportunities
TikTok is not only helping to discover new video games, but it is also opening up new opportunities for the growth of the video game industry. Esports, especially mobile titles, are a key focus for TikTok. It has also signed a multi-year agreement with the eMLS Cup to attract a new generation of fans to the league.
Video game companies need to take advantage of the opportunity that TikTok brings them and think about how they can create content that resonates with their audience. It is time, before fashion passes and a new one appears from where we have to start from scratch.
