TikTok's game-changing role in PC and console marketing

In the ever-changing gaming industry, where innovation and creativity reign supreme, staying ahead of the curve is now more important than ever. The PC and console market, a critical segment in the gaming industry, is expected to generate an impressive $95.2 billion in 2023, according to Newzoo. However, despite this enormous potential, capturing the attention and loyalty of the gaming community has never been more challenging.

In tackling this challenge head-on, we embarked on a collaborative journey with two industry powerhouses: gaming industry leader Newzoo and global research firm Material. Together, we produced two reports that equip gaming marketers with the tools to stay ahead in the dynamic gaming industry, with a strong focus on the PC and console sector.

These reports not only provide a comprehensive view of the gaming industry but also shine a light on TikTok's pivotal role in shaping the gaming landscape. Our mission is clear: to equip marketers, game publishers, and enthusiasts with the knowledge and insights they need to thrive in the ever-evolving gaming universe. Join us as we decode what makes a PC or console game stand out in today's environment.

Newzoo report: Navigating the gaming universe

In the competitive world of PC and console gaming, rising to the top has become a daunting challenge, especially with the enduring popularity of existing games. Breaking into this market and connecting with the right audiences requires a strategic approach. Game studios are exploring various strategies, including leveraging established IPs and enhancing live services. However, one strategy stands out among the rest—fostering community and cultural relevance.

In the Newzoo report, Launching PC & Console Titles in the Ever-Changing Games Market, we dive into the current state of the PC and console gaming industry, shedding light on the influence of cultural shifts and community engagement, including:

• Establishing strong community engagement: 18 out of 20 of 2022's top titles by monthly active users on PC, Playstation and Xbox came out before 2022, showing the power of long-term engagement. As established IPs continue to expand their player base, prioritizing robust community engagement becomes paramount.

• Gaming as a cross-generational and cultural phenomenon: Gaming has transcended mere entertainment; it has evolved into a cultural phenomenon spanning across generations. In fact, playing video games is a top-3 hobby for Gen Z, Millennials, and Gen X.

• Meeting players where they are: To succeed in the competition for player's attention, game publishers must reach players where they spend the most time, often fueling fandom through community interactions. Gen Z and Millennials spend a similar amount of time (nearly 20%) playing video games as they do on entertainment platforms & social networks.

Material report: Journey of a launch

But how can publishers effectively navigate the evolving challenges of reaching players? Our second report, Journey of a PC/Console Game Launch, tackles precisely that. Through an extensive quantitative study involving 1,166 players from the US and the UK, we've gathered insights into how TikTok influences players' holistic gaming experiences. Our findings across gamers' purchase journey highlight TikTok's emergence as a dominant force in building cultural relevance and connecting the gaming community.

• TikTok gamers are eager to discover the latest: 64% of gamers on TikTok tend to pay more to have the latest and best features, showcasing how TikTok inspires gamers and drives discovery, encouraging them to adapt to the evolving gaming culture as quickly as new gaming technologies emerge.

• TikTok gamers like to showcase their creativity: TikTok's influence doesn't cease once a game is purchased. 69% of TikTok users that use TikTok in their gaming purchase journey post about it on TikTok. This underscores TikTok's unique strength in fostering connections within the gaming community through authentic and compelling content.

• Engaging TikTok gamers early leads to increased spending: Gamers not only spend more but also exhibit higher loyalty to gaming publishers when TikTok is an integral part of their gaming journey, particularly in the pre-release phase. Reaching gamers early during the pre-release discovery on TikTok results in a remarkable 1.8x increase in spending compared to journeys without TikTok involvement.

How to get started: Leveraging TikTok for PC and console game success

Assaf Sagy, Head of Global Gaming Business Solutions at TikTok, said: "Our mission at TikTok is to empower game developers to unlock the full potential of their games within our vibrant communities. Through our research with Newzoo and Material, we've found that the fundamental pillars of forging strong gaming communities are discovery, cultural relevance and amplification. We've harnessed these principles and crafted purposeful tools that equip publishers with the means to transform their games into cultural phenomena on TikTok."

If you're eager to apply these findings to elevate your PC or console gaming marketing strategy on TikTok, here are some valuable tips to transform your game into a cultural phenomenon:

• Drive discovery through a full-funnel strategy: Boost discovery, engagement, and reach at every stage of the gaming journey on TikTok by leveraging our full suite of ad solutions to maximize your impact, from the pre-release phase to post-launch.

• Active participation is key to cultural relevance: Join gaming communities and trends on TikTok. Amplify these cultural discussions on TikTok by collaborating with authentic creators and crafting engaging and entertaining content with TikTok Creator Marketplace.

• Amplify your efforts: By leveraging tools like TikTok Creative Exchange and TikTok Creative Challenge, you can amplify and scale your creative production by engaging with creators to produce authentic and culturally relevant content for your game.

In the ever-changing world of gaming, understanding the importance of cultural relevance and community engagement is the key to success. The insights presented in these two reports offer brands and marketers a chance to rethink their strategies and tap into the vast potential of the gaming community. By prioritizing TikTok, you can not only reach the right audiences but also become a memorable part of their gaming experience in a culturally relevant way, driving tangible business results in this dynamic landscape.

Ready to dive deeper into the world of gaming marketing?

Explore the full reports below.