TikTok has become a global sensation, with something for everyone to enjoy. Whether you’re into specific interests or general topics, TikTok has it all. While cultural trends initially propelled the platform’s popularity, gaming content has exploded in recent years. With over 500 billion views for the gaming hashtag and over 200 billion for #gamer, it’s clear that gaming has found a home on TikTok. Livestreaming has also become common, with esports competitions now being broadcast live on the mobile-centric platform.
To gain insights into how TikTok is approaching gaming and improving user experiences, ONE Esports spoke exclusively with Maayan Kotler, Head of APAC Gaming, Global Business Solutions, and Langer Lee, Global Head of Gaming Content at Tokyo Game Show 2023.
The beauty of posting gaming content on TikTok is that it goes beyond traditional gaming experiences. Langer explains that TikTok has played a significant role in broadening the definition of gaming. Memes, cosplay, stream highlights, guides, and even discussions about what it means to be a gamer are all part of the gaming content landscape on TikTok.
One of the most impactful campaigns on TikTok has been the Women in Gaming program and the LGBT movement “Gaymer.” These initiatives have given a voice to marginalized communities within the gaming community, providing them with a platform they may not have had elsewhere. Langer describes these campaigns as heartwarming and impactful.
Maayan, who oversees the APAC region, sees great potential for growth in live streaming on TikTok. With its diverse range of countries, each with its own language and culture, localization presents an incredible opportunity to leverage knowledge and cater to specific markets.
Langer emphasizes the importance of working closely with content creators and publishers in local markets. TikTok’s teams on the ground collaborate with these stakeholders to understand what users want and create impactful programs. Their goal is to become the number one destination for culture and gaming, and they believe that by working closely with creators and publishers, they can achieve this.
Collaboration is not limited to creators and game publishers; TikTok is also open to working with indie game developers and media outlets like ONE Esports. These partnerships play an active role in shaping the quality content on the platform.
In conclusion, TikTok is committed to serving its users, creators, and publishers in the best possible way. By understanding their needs and working closely with them, TikTok aims to provide the most impactful and engaging content. The ultimate measure of success for TikTok is when its stakeholders believe it is the best platform for gaming and culture. There are no limits to collaboration, and TikTok is open to working with anyone who can contribute to creating high-quality content.
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Source: ONEESPORTS
