TikTok is moving further into the gaming industry by launching its own dedicated gaming channel.
According to a report from Financial Timesthe channel will allow users of TikTok access the games by pressing a tab on the home page of the social media platform owned by ByteDance. Four people familiar with the matter said the channel will feature a variety of mobile games, some of which the company has already developed, with ads and additional content that users can purchase.
— Patrick McGee (@PatrickMcGee_) October 27, 2022
The gaming channel will be led by Assaf Sagy, who TikTok named as the new Global Head of Gaming two weeks ago. “TikTok and Gaming were made for each other,” Sagy said in a post on LinkedIn at that moment. “For more than a decade, the gaming industry has been growing faster than any other to become one of the most common forms of entertainment in the world. With three billion active players, publishers are now releasing games with the intention of creating mega brands and appealing to the masses. TikTok has more than proven its value in helping consumers discover what is fun, valuable, and popular. I look forward to working closely with all gaming companies globally to help make TikTok a core foundation in their marketing strategies.”
It is currently unknown when the new channel will be added to TikTok. However, it is likely to be announced during TikTok Made Me Play It, the company’s first gaming live streaming event, on November 2. The stream will feature speakers from various game companies, including EA, 2K, NetEase Games, VNG Games, and Homa.
TikTok’s plans to launch a gaming channel come five months after it began investing in games, testing them on young audiences in Vietnam and putting mini-games within the app in an effort to keep users engaged with the platform. It also comes after ByteDance laid off hundreds of game developers at two game studios last month, making their jobs redundant or transferring them internally to other departments.