After entering into a partnership with social video games developer, Zynga last year, reports that TikTok is venturing into gaming have intensified. According to Reuters, TikTok users will soon access and play video games directly on the platform in a ‘major push’ into the industry.
The move is sparked by the huge following of gamers on the platform. Tiktok is not the first social media platform to want a piece of the gaming industry with Netflix recently adding Netflix Original video games developed in-house to its subscription service. The two go against big Tech players like Amazon, Google and Meta
“The global gaming community is massive, and judging by the amount of gaming-related content on the platform, many of these gamers can be found on TikTok. In fact, the top 100 gaming-related hashtags on TikTok receive more than 40 billion video views per month,” Internal data from the company says.
TikTok had previously confirmed that it was testing HTML5 games on the app as it sought to release ad-supported games from its parent company, ByteDance’s library.
“We’re always looking at ways to enrich our platform and regularly test new features and integrations that bring value to our community.” a TikTok representative told Reuters in what is considered the company’s efforts to increase engagement and diversify its revenue sources on the app.
In China, Douyin already offers minigames on its app, an indicator of TikTok’s future plans. The company currently offers a few games including Zynga’s Disco Loco 3D and Garden of Good which has been rolled out for users in Vietnam. It is not clear if and when the company intends to roll out the feature to other users, but it is likely that games will be part of TikTok’s offerings in days to come.
TikTok is currently one of the most popular social media apps with over one billion monthly users.