TikTok and gaming—how it plans to compete with YouTube and Twitch – Ad Age

Skip to main content Niantic used AR tools on TikTok to engage audiences for its Peridot game. Credit: TikTok, Niantic A major reason why TikTok has ascended to the throne of social media is the platform’s ability to bridge culture with trending consumer categories, from fashion to cosmetics to entertainment. The next frontier it has its eyes on? Gaming. Roughly 50% of TikTok’s 1 billion daily active users viewed some form of gaming content in 2022, per internal company data. This cohort has also shown significant purchasing interest as a result of consuming gaming content—a behavior the platform is hoping will woo marketers. As part of its annual trends report, “What’s Next: Gaming,” which published this week, the platform has identified ways in which brands can engage audiences with the kinds of gaming-related content that will organically spread. Ad Age spoke with two of the leaders behind this report, Rema Vasan, head of global gaming marketing, and Assaf Sagy, head of global gaming for business solutions. In addition to discussing the report’s main takeaways, Vasan and Sagy also talked about what TikTok offers that other popular gaming platforms do not, as well as specific opportunities around metaverse gaming that brands
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