What does TikTok's EGX sponsorship mean for the games industry? – Yahoo News

Walk around EGX, the UK’s biggest video games show in London’s Docklands, and you’ll see bright lights, demos for the latest games, and plenty of colourful cosplay.But this year you’ll also see something else – TikTok logos everywhere.The company is now the show’s main sponsor, signing a three-year deal to support it.It’s probably no secret that TikTok is looking to muscle in on games content – it’s a rapidly growing area for the platform, another category it wants to expand into alongside music and films.According to its own figures, gaming posts racked up more than 3 trillion views last year.But video games content is a crowded field, still ruled by YouTube and live streaming site Twitch, although that’s seen some high-profile users move to rivals like Kick.Some creators say they’ve managed to boost their audience via TikTok, such as Sophie, known to her 500,000-plus followers as Cadaea.After struggling to build an audience on Twitch for a “good eight years”, she started posting news and views on games on TikTok.”The discoverability on Twitch isn’t very good,” says Sophie, adding that the competitive platform is dominated by big-name streamers like Ninja and Pokimane.She believes TikTok is to thank for her boosted following
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