According to information from Financial TimesO TikTok is about to enter the gaming market. As pointed out by the website, the platform will implement a tab dedicated to short videos and another for the titles that it intends to make available. If everything goes as expected, the official announcement should take place next Wednesday (2).
O FT reports that users will be able to access games in a specific section on the app’s homepage. Also according to the site, in the tab where the titles will be displayed there will also be ads. In addition, internal sources say users will be able to pay for additional content.
The determination of Financial Times also reports that TikTok is hiring people with experience in the gaming market globally. According to them, there are currently 20 open positions.
Coincidentally or not, last month, Assaf Sagy was promoted to head of global games on TikTok. He joined the company in 2020 and was general manager of the platform. On a post on LinkedInSagy wrote:
TikTok and games were made for each other. […] He has shown his value in helping consumers discover what is fun, valuable and popular. I look forward to working closely with all gaming companies around the world to help make TikTok a central foundation in their marketing strategies.
Sources reported to FT that ByteDance, owner of TikTok, has been developing original games for a long time and wants to bring new titles. It is worth mentioning that Douyin, the Chinese version of the platform, has had games since 2019.
Thus, if the rumors are correct, the Chinese network will be the newest entertainment platform to enter the gaming market, one of the most profitable in this sector, on Wednesday (2), during the event “TikTok Made Me Play It”.
Sought after, TikTok just said, “We are always looking for ways to enrich our platform and regularly test new ideas that we think can add value to our community.”
Tests of games on the platform would already be in an advanced stage
Internal sources say that some European moderators are already testing the games that will be released on the platform. Furthermore, The Reuters pointedin May, that TikTok was already experimenting with a gaming “channel” in Vietnam.
It is worth remembering that TikTok has a partnership with Zyngaproducer of titles such as High Heels!, which became a hit thanks to TikTok. In addition to this company, there are 10 other partners in the same market, including Aim Laba Matchingham Games and the voodoo.
Two people “familiar with the TikTok plan”, says the Financial Timesinformed that the company would be inspired by Netflix, which also ceased to be just a platform for videos and went on to create games for smartphones.
And it looks like the competition is running out of steam. Snap, for example, has said it will discontinue its gaming investment indefinitely.
Facebook will close the Gaming app this Friday (29). Earlier this month, Google decreed the death of Stadiaa cloud gaming service that is about three years old and has been called “the future of gaming”.
With information: Financial Times and 9to5Mac