May 27, 22 | 3 min read
Reading time: 2 minutes
How can a company that already has millions of active users go beyond to reach new audiences and avoid falling into the monotonous routine of its community?
Ever since companies realized that the most valuable thing users have to offer is attention, we saw huge changes in the entertainment world. Netflix entered the gaming market , so it was only a matter of time until TikTok could make a similar move. And that day has arrived.
Known for popularizing short-form videos and being copied by other social media giants such as YouTube and Instagram , it is now targeting a new and engaged audience.
According to a report by Reuters , ByteDance, the owner of the TikTok brand, is conducting some tests in Vietnam to allow users to play games within the video-sharing platform. Mobile games are a great way to increase revenue through advertising, in-game monetary elements, and also to retain users within the platform.
This is not exactly a novelty, as users of Douyin — the Chinese version of ByteDance's TikTok — have been able to play games within the app since 2019.
TikTok has been testing a way to bring HTML5 gaming to the platform, which is a common form of mini-game, through third-party game developers like Zynga Inc (famous for creating FarmVille, which I know you’ve played at some point in your life). Plans are to bring the social network’s gaming features to a wider audience in Southeast Asia, perhaps as early as Q3 2022, according to VGC .
In addition to working with third-party tanzania email list developers, we should also note that ByteDance acquired Moonton in 2021 for $4 billion, so we can expect some first-party and exclusive titles in the future.
Since Instagram recently announced changes to its algorithm to benefit original content , can we expect such a bold move from the Meta social platform?
What do creators and marketers think?
As content creators and marketers, we are seeing a new window of opportunity to reach new audiences with interactive content and unique immersive experiences in games. We are talking about interactive ads within games, new gamification experiences for brands and much more.
We live in the age of retention, and to be successful among thousands of different brands, your brand needs to create much more than a standard, static ad. It is crucial to create a unique experience for users, something to be remembered for.
And as for mobile game developers, are we witnessing a new sea of opportunities for independent games and studios? As a gamer, I hope so. After all, the more options, the more fun.
As the days go by, we witness the fusion of different entertainment segments in a great battle for attention. Although we cannot see it live, it is happening right now, on our screens.
