Unleashing the Power of TikTok: How Gaming Videos are Redefining Community and Engagement

TikTok has 1 billion monthly active users with 82% of users playing games at least once a week.

Eliza Crichton-Stuart author picture}

Eliza Crichton-Stuart

Head of Operations

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The gaming landscape has witnessed a paradigm shift in recent years, with social media platforms playing a crucial role in shaping the gaming community. 

TikTok has 1 billion monthly active users with 82% of users playing games at least once a week. Moreover, 75% reported that they discover new games on the platform and 41% downloaded a new game and 31% purchased to play. The popular social networking app has emerged as a powerhouse for gaming-related content, amassing an astounding three trillion views on gaming videos in 2022 alone.

In this article, we dive into the findings of a recent Gaming Trend report by ByteDance, the company behind TikTok, to explore the impact of gaming videos, the vibrant gaming community on the platform, and the untapped potential for brands and developers to engage with fans. 

The GameEdit Trend: Engaging Fans and Driving Hype

One of the fascinating phenomena arising on TikTok is the GameEdit trend, where gamers leverage their creative skills to share fan edits that generate excitement and awareness for their favorite characters and titles. 

The Gaming Trend report reveals that TikTok users are not merely passive consumers; over 78% actively seek out more information about products and brands after watching related videos on gaming. This trend provides an excellent opportunity for game developers and brands to captivate audiences and pique their curiosity.

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Genshin Impact: A Force to be Reckoned With

Among the myriad of gaming content on TikTok, Genshin Impact stands out as a particularly popular source of inspiration. Videos tagged with #GenshinEdit garnered a staggering 4.1 billion views in 2022. This statistic underscores the immense potential for game developers to tap into the existing fanbase on TikTok, showcasing their creativity and fostering a deeper connection with players.

Bridging the Gap: Brands Embrace Playful Content

According to the Gaming Trend report, 78% of TikTok users worldwide believe it's acceptable for brands to experiment with new ways of creating content. The report also highlights the importance of brands making the video creation process enjoyable for users by adding elements of gamification. 

Brands are leveraging TikTok's voice filters, AR effects, mascots, and virtual characters to create fun and organic content. By infusing humor and lightheartedness into sponsored videos, brands can capture the attention and purchasing intent of TikTok's gaming community, surpassing traditional marketing approaches that rely solely on statistics and figures.

Fostering a Sense of Community: Gaming Hashtags Unite

TikTok users find solace and camaraderie in the platform's sense of community, connecting with others who share their gaming interests. The Gaming Trend report reveals that hashtags like #WomenInGaming (830 million views throughout the year), #GamerMom (169 million views), and #CozyGamer (687 million views) have generated millions of views, providing a platform for users to celebrate and showcase their unique gaming experiences. Moreover, 70% of people reported feeling a closer connection to fellow users they interacted compared to other social media platforms. 

Extending Game Lifecycles and Unlocking Crossover Opportunities

TikTok has the remarkable ability to extend a game's life cycle by introducing new challenges and trends. From popular Pokémon challenges like #Nuzlocke to the adrenaline-fueled #Speedrun videos, TikTok encourages players to revisit games again and again, long after completing the main story. Moreover, the platform offers a glimpse into the gaming lifestyle, allowing creators to share behind-the-scenes moments, setups, and personal stories. This shift in attitude opens the door for collaborations between game makers and content creators.

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TikTok's thriving gaming community has reshaped the gaming landscape, offering game developers and brands unparalleled opportunities to engage with fans and captivate new audiences. 

From the GameEdit trend to the power of humor in sponsored videos, TikTok proves to be a dynamic platform that transcends traditional gaming boundaries. By embracing this vibrant community, game makers can extend the life cycle of their titles, unlock crossover opportunities, and foster genuine connections with players worldwide. 

As the gaming industry continues to evolve, TikTok remains an essential platform for creating, sharing, and celebrating gaming content like never before.

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September 26th 2023


July 26th 2023