Game on: How TikTok and gaming are redefining entertainment
We are witnessing a new era of entertainment with gaming at the center. This shift is evident in the soaring popularity of TV shows and movies based on gaming IPs, along with the influence of gaming culture on all aspects of life, from fashion to music. And because there are so many options these days, gaming draws in a wide range of audiences.
"Finding a community has never been easier," said streamer and gaming creator Khleo Thomas (@khleothomas). "You're seeing so many different aspects of what a gamer could be now."
TikTok highlighted this new era of gaming-centric entertainment at SXSW 2023, where TikTok's "Ready Player All" panel featured top game developers and creators who discussed the ways in which gaming is making its mark on the industry. By delving into gaming's expanding influence and potential, the panel offered valuable insights into how gaming is shaping the future of entertainment.
"We really see TikTok as the new portal to play, a major launchpad for games," said panel moderator Rema Vasan, Head of Global Gaming Business Marketing at TikTok. "It's all about crossovers and the magic of these audiences coming together, having this amazing discovery that's driving relevance and cultural impact.”
The way audiences discover games is changing
82% of TikTok users play games at least once a week.¹ People have always bought games their friends are playing. But now they are also buying games and engaging with content endorsed by trusted creators. Because of this, there's an increased demand for brands to be more human—to fit into the actual lives of real people and to meet them where they are.
"We have to step up to the plate, sit at the table and show up as a member of the community versus a brand, and still go entertainment first—which means we have to go contextually relevant, in an authentic way," said Mel Copping, Head of Creative Product Marketing at Jam City.
This means creator-first content is essential to tapping into those highly engaged communities and driving that final purchase decision. Brands can also build a connection from scratch by creating IP that combines what the brand can offer and what people care about. IPs can form deeper connections with audiences and build brand love, trust, and relevancy that ultimately leads to action.
Publishers are launching games as culturally-relevant entertainment
"A lot of the new users that we are going to be acquiring are actually not gamers," Copping said, "so what needs to change is how we speak to the new ways that people are discovering games."
Jam City used this insight as it promoted its match-3 game Disney Emoji Blitz on TikTok, targeting three different types of people and their interests:
Related entertainment fans (non-gamers)
TikTok Trends (to authentically speak to broad audiences)
Comedy Interest (non-gamers)
The brand saw moderate success with traditional ads featuring game animation. But it wasn't until they used live-action video that they started to see more consistent results.
"It's okay to start slow and to start small, launch your creative, see what the response is, and go in the direction of what is rising to the top," Copping says. "You have to unlearn everything that you know."
Redefining game launch success
Gaming is now at the heart of entertainment, with the industry experiencing a shift in the way audiences discover and engage with games. The SXSW 2023 "Ready Player All" panel highlighted this shift and the importance of forming deeper connections with audiences, prioritizing creator-first content, and embracing cultural relevance to resonate with gamers and non-gamers alike.
We also learned how leading publishers like Jam City are finding success leaning into the "TikTok Made Me Play It" phenomenon and launching games as culturally-relevant entertainment to reach and convert potential players from communities across all walks of life.
To learn more about TikTok as the new portal to play, check out the full "Ready Player All" panel video here.
Check out TikTok for Business: Gaming for more info on launching games at the forefront of entertainment and culture.
Sources
Marketing Science, Global Entertainment Study (Gaming Vertical) 2021, Conducted by Material