TikTok is turning games into cultural phenomena, 3T views in 2022
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TikTok is the origin of many online trends, but gaming companies are still figuring out to how maximize results on the platform. In the fragmented content landscape, TikTok’s niche is driving discoverability. This presents a unique opportunity to build community at launch and stay relevant long term.
At GamesBeat Summit 2023, Niantic CMO Mike Quigley and TikTok’s Assaf Sagy, head of global gaming, and Rema Vasan, head of global gaming business marketing, joined us to discuss TikTok’s influence on gaming and their partnership to launch the developer’s brand new IP Peridot.
Whether its improvements in technology, changes in media consumption habits or the rogue pandemic, game publishers must constantly evolve their launch strategy. While there has been tremendous growth in the games industry, this is leading to a new set of challenges for game publishers.
“The number of people playing games has been growing for the last 15 years to more than 3 billion, but its plateaued. Meanwhile, the number of publishers and new title launches have been growing so we have a supply and demand imbalance,” Sagy said.
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This has led more competition to acquire and retain players. At the same time, changes to user privacy — especially on mobile — has made it even more difficult to target potential players efficiently. “There are pretty much infinite channels to reach users now. You have to be smart, deliberate and focused about how you will reach your
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