TikTok identifies users’ passion for mobile games and, to do so, launches «mini-games» that users will play within the social network. TikTok recently launched testing with several new partners: Voodoo, Nitro Games, FRVR, Aim Lab and Lotem.
The launch follows reports earlier this year in which TikTok reported intentions to enter the HTML5 game market after first testing with gaming giant Zynga last November. The two companies then teamed up to launch TikTok’s game, Disco Loco 3D, similar to Zynga’s High Heels.
Side note: Zynga Announces Exclusive game for TikTok
At the same time, TikTok was in talks with other game makers for similar deals. If successful, this will position TikTok as a new platform for casual mobile games and will compete with the App Store and Google Play.
A new mini-game list has been posted in the app, which is visible when videos are posted on the platform. Before posting, creators add hashtags, descriptions, locations, links to third-party content and other information on the last screen.
Previously, clicking the “Add Link” button allowed users to attach links to other content using TikTok Jump, a third-party integration tool built into the TikTok app. The creators linked to the content in other apps: Whisk recipes, BuzzFeed and Quizlet quizzes, Breathwork breathing exercises, Rotten Tomato ratings, and so on. The new mini-games are not related to TikTok Jump but are located in the same section.
Now, when you post a link to the game, an anchor will appear above the username. Clicking on this symbol while watching a video will take viewers to the game.
At launch, the HTML5 games section includes the following prototypes:
- Basketball FRVR (by FRVR);
- Tap the Difference (by Lotem);
- Peek a Who (by Nitro);
- Pride Run (by Voodoo);
- Influencer Run (by Voodoo);
- Space Destroyer (by Nitro);
- Mr. Aim Lab’s Nightmare (by Aims Labs).
TikTok has not officially announced the launch of a mobile gaming pilot, but a company spokesperson confirmed that testing began in global markets a couple of weeks ago.
The company looks for ways to enrich the platform and regularly tests new features and integrations that benefit our community. TikTok is exploring the HTML5 game market with the introduction of third-party game developers and studios.Anonymous TikTok representative
The initiative is in the early stages of testing today, and it is impossible to publicly comment on the terms of the deal with individual game makers. The pilot project only aims to determine whether the TikTok gaming community interacts with these games and how users will create content around such an update.
TikTok is not the first tech giant to go beyond specialization. Google, for example, has mastered HTML5 gaming and launched GameSnacks, which it rolled out last year in a new Google Chrome tab page for markets in India, Indonesia, Nigeria and Kenya. Last year, Facebook also entered the cloud gaming market and Facebook Gaming. Netflix, meanwhile, made free mobile game downloads part of its subscription.
There is some irony in that TikTok is creating a platform for casual games, and Zynga was the first partner in this effort. The game studio initially built its business around Facebook and used the social network’s growing user base to attract players. This helped Zynga become the most prominent social gaming company, leading to an IPO. Today, Facebook has become obsolete for young people, while TikTok is the most popular app in the world.