TikTok turns games into cultural phenomena, 3T views in 2022
Connect with the top leaders in gaming in Los Angeles during GamesBeat Summit 2023 on May 22-23. Register here.
TikTok is driving many online trends, but gaming companies are still looking to maximize results on the platform. In the fragmented content landscape, TikTok's niche is driving discoverability. This represents a unique opportunity to build a community from launch and stay relevant long term.
At GamesBeat Summit 2023, Niantic CMO Mike Quigley and TikTok's Global Gaming Head Assaf Sagy and Global Game Marketing Manager Rema Vasan joined us to discuss TikTok's influence on gaming and their partnership to launch the brand new developer. Peridot IP.
Launch landscape changeWhether it's technological improvements, changes in media consumption habits, or the malicious pandemic, game publishers must constantly evolve their launch strategy. Although the games industry has seen phenomenal growth, this brings new challenges for game publishers.
"The number of people playing games has grown over the past 15 years to more than 3 billion, but has leveled off. Meanwhile, the number of publishers and new title launches have increased, so we have an imbalance between supply and demand,” Sagy said.
EventGamesBeat Summit 2023
Join the GamesBeat community in Los Angeles on May 22-23. You'll hear from the brightest minds in the gaming industry to share their updates on the latest developments.
register hereThis has led to more competition to acquire and retain players. At the same time, changes to user privacy, especially on mobile, have made it even more difficult to effectively target potential players. “Now there are endless channels to reach users. You have to be smart, deliberate and focused on how you reach your audience,” Quigley said.
Instead of focusing solely on AU optimization, marketers need to rethink their strategy and decide which platform to prioritize. "For Gen Z, I think TikTok is where you need to be in a good way."
Scope of TikTok's cultural impactWhile industry leaders understand the importance of TikTok, it can be easy to underestimate its influence without data to back it up. For the first time ever, Sagy revealed that gaming content generated more than 3 trillion views on TikTok in 2022. Additionally, around 500 million - half of TikTok's 1 monthly active users - watch gaming content.
Most importantly, it translates into business results. 75% of TikTok users discover new games on the platform. Additionally, 36% of users said they had downloaded a game they found on TikTok.
"Because we are a...
Connect with the top leaders in gaming in Los Angeles during GamesBeat Summit 2023 on May 22-23. Register here.
TikTok is driving many online trends, but gaming companies are still looking to maximize results on the platform. In the fragmented content landscape, TikTok's niche is driving discoverability. This represents a unique opportunity to build a community from launch and stay relevant long term.
At GamesBeat Summit 2023, Niantic CMO Mike Quigley and TikTok's Global Gaming Head Assaf Sagy and Global Game Marketing Manager Rema Vasan joined us to discuss TikTok's influence on gaming and their partnership to launch the brand new developer. Peridot IP.
Launch landscape changeWhether it's technological improvements, changes in media consumption habits, or the malicious pandemic, game publishers must constantly evolve their launch strategy. Although the games industry has seen phenomenal growth, this brings new challenges for game publishers.
"The number of people playing games has grown over the past 15 years to more than 3 billion, but has leveled off. Meanwhile, the number of publishers and new title launches have increased, so we have an imbalance between supply and demand,” Sagy said.
EventGamesBeat Summit 2023
Join the GamesBeat community in Los Angeles on May 22-23. You'll hear from the brightest minds in the gaming industry to share their updates on the latest developments.
register hereThis has led to more competition to acquire and retain players. At the same time, changes to user privacy, especially on mobile, have made it even more difficult to effectively target potential players. “Now there are endless channels to reach users. You have to be smart, deliberate and focused on how you reach your audience,” Quigley said.
Instead of focusing solely on AU optimization, marketers need to rethink their strategy and decide which platform to prioritize. "For Gen Z, I think TikTok is where you need to be in a good way."
Scope of TikTok's cultural impactWhile industry leaders understand the importance of TikTok, it can be easy to underestimate its influence without data to back it up. For the first time ever, Sagy revealed that gaming content generated more than 3 trillion views on TikTok in 2022. Additionally, around 500 million - half of TikTok's 1 monthly active users - watch gaming content.
Most importantly, it translates into business results. 75% of TikTok users discover new games on the platform. Additionally, 36% of users said they had downloaded a game they found on TikTok.
"Because we are a...
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