TikTok wants to determine its users appetite for mobile gaming with the launch of mini- games that can be played inside the social video app. A few weeks ago, TikTok quietly launched a new gaming pilot with a number of new partners.
The launch follows reports earlier this year that the social video app maker was looking to expand intoHTML5 gaming after first testing the waters with a gaming company. The two companies collaborated to create a game called "Disco Loco 3D," which was similar to the hit game "High Heels."
TikTok said at the time that it was in talks with other game makers for similar deals. If successful, the move could one day position TikTok as a home for casual mobile gaming that routes around Apple and Google's app stores.
When posting a video to the platform, TikTok has a list of new mini- games. On the final screen before publishing, creators can add a number of things, including a description, a location, and more. Users used to be able to add links to other experiences via TikTok Jump, a third-party integration tool built into TikTok's app. Content in other apps could be linked to, like Breathwork's breathing exercises, Quizlet's quizzes, and more. We know that the new games are not part of the TikTok Jump initiative. They are found in the same area.
The image is from TikTok.
When a creator publishes a link to one of the new games in this section, it appears as an anchor above their usernames on the video. When they see the video, they can click through to the game.
The following games are available at launch.
A spokesman for TikTok confirmed the effort began testing in various global markets a few weeks ago.
A TikTok spokesman said that they are always looking at ways to enrich their platform and test new features. We are exploring integrations with third-party game developers and studios.
The initiative is in the very early stages of testing and could not comment on the terms of the individual game makers. We're told that the games aren't monetized through ads or in-app purchases. The pilot is only looking to find out if and how TikTok's existing gaming community interacts with these games, and to what extent users will create content around the titles. Things could change if TikTok decided to go in that direction.
The image is from TikTok.
TikTok told us that the games being developed for TikTok LIVE are separate from the new mini- games.
According to Watchful.ai, the games were recently listed under the Add Link section under the heading "Mini Game." However, Disco Loco 3D is still listed separately. The addition was rolled out to markets in Southeast Asia. The mini- games are available here in the U.S.
TikTok is not the first company to expand into mobile gaming. The gaming platform GameSnacks was launched by the search engine giant in India, Indonesia, Nigeria, and Africa last year. Last year, Facebook launched Facebook gaming on the web and mobile devices. Free downloads of mobile games are included in the price of the subscription.
It is ironic that TikTok is building a casual gaming platform and that it is the first partner to do so. The business of the gaming company was built on the back of Facebook. It became one of the biggest companies in social gaming due to this. TikTok is the world's top app while Facebook has lost its appeal to younger people. The company is no longer a stand alone one. If TikTok's pilot is a success, mobile social gaming will grow again.
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