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TikTok is one of the world’s most influential social platforms, but the gaming industry is only beginning to grapple with its influence. As Harish Sarma — global head of sports and gaming content — says, the platform pioneered short form content. The stickiness of the format is why other platforms like YouTube, Instagram and Twitch are adding it to their products.
TikTok is investing heavily in gaming content. It is giving developers and creators new tools to reach its over 1 billion monthly active users around the world. Moreover, TikTok is transforming how consumers are discovering new games. From indie developers to the most popular games in the world, TikTok is leveling the playing field for audience acquisition.
While gaming content thrives on other platforms, TikTok’s unique format has fundamentally changed the landscape. Short form video has lowered the barrier to entry. Rather than livestreaming for hours or editing long-form videos — which require major time investments — short form video can be produced faster. In turn, this allows for more experimentation and iteration over time.
As a result, this creates major opportunities for user generated content. While dance trends or challenges are the obvious case studies, creating trends also happens in gaming content.
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Hashtags or sounds are key tools to driving trends. While
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