TikTok tests video games that can be used directly in the application. A functionality tested for the time being in Vietnam and which could be deployed later on a larger scale if the test proves conclusive.
TikTok is currently testing in Vietnam the possibility of playing video games directly in the application. A test that could turn into real functionality of the video sharing application with a larger deployment.
TikTok is testing video games on its app
Four people told Reuters that ByteDance, the company that owns TikTok, had launched a test in Vietnam. We learn that ” the company had been testing the introduction of HTML5 games, a common form of mini-game, into its app through ties with third-party game developers and studios such as Zynga Inc“.
A ByteDance representative told the news agency that TikTok is always looking to enrich its platform and regularly tests new features and integrations. The choice of Vietnam is quite logical for ByteDance, since “ 70% of citizens are under 35 ” : for Reutersthe Vietnamese market is attractive for social networks.
Furthermore, the application could roll out the games more widely in Southeast Asia […] from the third trimester“. But TikTok has also launched a few games in the United States: Reuters mentions in particularDisco Loco 3Dfrom Zynga as well asGarden of Good. Also, users of Douyin, the Chinese version of TikTok, “can play games on the platform since 2019“.
Why TikTok is embarking on the integration of video games?
According toReuters” Ihe presence of games on its platform would increase advertising revenue as well as the time spent by users on the application“, especially since it is one of the most popular in the world. Until now, you can watch matches and live games from the application, but not play video games. To maximize the time spent, TikTok has recently allowed videos of ten minutes, instead of three previously.
Presumably, ByteDance favors video games from studios it owns, such as Moonton Technology, acquired in March 2021 for $4 billion. TikTok will start “by mini-games, which tend to have simple gameplay mechanics and short playtime“. But, according to information from the news agency, “its gaming ambitions go beyond“.
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