The Retention Game Is Changing: TikTok Bets On Gaming

How can a company that already has millions of active users go even further to reach new audiences and not fall into a monotone routine for its community?

Since companies realized that the most valuable thing users have to offer is their attention, we have seen some huge changes in the entertainment world. Netflix entered the gaming market, so it was just a matter of time until TikTok could pull a similar move. And that day has come.

Known to popularize short content videos and being copied by other social media giants, like YouTube and Instagram, TikTok is now running to a new and engaged audience. According to a report by Reuters, ByteDance, the brand owner of TikTok, has begun running some tests in Vietnam, so that users can play games inside the video-sharing platform. Mobile games are a great way to boost revenue through advertising, in-game currency items, and also to keep users inside the platform.

Also, the people using Douyin, ByteDance’s Chinese version of TikTok, have been able to play games inside the app since 2019. 

TikTok has tested a way to bring HTML5 games to the platform, which is a common form of minigame, through third-party game developers like Zynga Inc (famous for creating FarmVille, which I know you’ve played at some moment of your life). The plans are to bring the gaming features for the social network to a wider audience in Southeast Asia, perhaps as early as the third quarter of 2022, according to VGC.

Besides working with third-party devs, we should also have in mind 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 Meta’s social platform?

What’s the take for creators and marketers?

As content creators and marketers, we’re seeing a new window of opportunities to reach new audiences with interactive content and unique in-game experiences. We’re talking about interactive in-game ads, new gamification experiences for brands, and much more.

We’re living in the retention era and in order to be successful among thousands of different brands, your brand needs to create much more than just a standard and static ad. It’s crucial to create a unique experience for users, something to be remembered for.

And about mobile game developers, are we witnessing a new sea of opportunities for indie games and studios? As a gamer, I hope so. After all, the more options, the more fun.

As days go by, we witness the merge of different entertainment segments into a giant battle for attention. Although we can’t see it live, it’s happening right now, on our screens.