Why TikTok Could Be the Perfect Social Network for Gaming
Millennials and Gen Z are spending more time than ever on social media, during the pandemic, and their growing interest in video gaming is spurring TikTok to position itself as the main social network for gamers. TikTok’s parent company, ByteDance, already is behind three games, including a mobile adaptation of a Chinese poker game called “Xiaomei Fights the Landlord,” which is hugely popular in Asia and rivals a similar digital card game by Tencent. Yoshio Osaki, gaming analyst and CEO of IDG Consulting, said “TikTok is a perfect fit for gaming, and since TikTok’s parent company ByteDance is already developing games, TikTok is also building out a new advantage with a publishing function that can leverage platform-exclusive content.” “Elusive Generation Z and millennial consumers aren’t focused on traditional media or linear TV, but instead are spending more time and money on gaming, social media, and live streaming, and TikTok aligns with the sweet spot across those areas,” Osaki said. “TikTok content creators have similar devoted followings as the leading YouTube and Twitch content creators, so gaming can be a high-monetizing opportunity for TikTok creators.” ByteDance, which is based in China, heavily leaned into TikTok (and the Chinese version of the...
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