Monday, February 26, 2024

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    The Rundown: One year in, TikTok’s gaming marketing team isn’t going anywhere

    This coming January marks the one-year anniversary of the formation of TikTok’s gaming marketing team, and the group is poised for another year of growth. Over the past 12 months, they feel they’ve proven TikTok’s value as an advertising channel for game developers, and they’re ready to expand on this aspect of the platform in 2024.

    Here’s a rundown of how gaming brands have been using TikTok to reach gamers over the past year — and how TikTok plans to lean into this audience going into the new year.

    The key numbers

    • It’s been almost exactly a year since January 2023, when TikTok launched its global gaming business and marketing teams headed by Assaf Sagy and Rema Vasan. “This is our first full year within the market as a global gaming organization,” Sagy said.
    • TikTok has managed to generate some eye-popping engagement figures surrounding game launches in 2024. Only a day after the release of the first “Grand Theft Auto 6” trailer on December 5, the #gta6 hashtag had generated over 10 billion views on the short-form video platform. As of Dec. 18, that number stands at nearly 12.5 billion.
    • Recently, TikTok has carried out several case studies to more concretely measure the impact of TikTok promotion on game releases. One study around the launch of Lessmore’s “We Are Warriors,” which used TikTok as its exclusive launch partner, found that TikTok drove 814,000 paid installs and 300,000 organic installs for the mobile game. The brand generated 216 million views in 2 weeks for its paid-ad creatives, not counting organic views.

    No effects from broader ByteDance restructuring

    In November, it was widely reported that TikTok holding company ByteDance was moving away from game development, with the company cutting 1,000 jobs in that sector. But both Sagy and Vasan made it clear that these higher-level changes would have no impact on TikTok’s push into gaming as a marketing platform. This lines up with TikTok’s statement last year that it would not be developing a dedicated ad-driven gaming tab, focusing instead on TikTok’s value as an ancillary community platform for gamers.

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