TikTok gets into video games and builds partnerships with mobile game champions

The Chinese social network, which seeks to diversify, has integrated for a few days the possibility of playing directly within the application. To do this, the company has partnered with many developers.

TikTok, one of the most downloaded and used applications in the world, intends to keep its leadership and bet on video games. It will indeed be possible to play mini-games directly on the app. And not just any games developed in a hurry, since, according to information from TechCrunch, ByteDance has partnered with development studios Voodoo, Nitro Games, FRVR, Aim Lab and Lotum, which are, for some, references in the mobile game. “We are always looking for ways to enrich our platform and regularly test new features and integrations that bring value to our community”confirmed a TikTok spokesperson to TechCrunch.

@tiktok_us is trying the apetite for mini-games in their App. @NitroGames have 2 out of 7 games. @voodoogames are also there from the start.

The games are of hyper-casual racing. But this could be huge if it plays out well for TikTok. And for Nitro Games of course. pic.twitter.com/EdSjXtY7Q5

— Nitro Games Invest (@nitro_invest) July 28, 2022

To access the catalog of available games, you will have to go to the menu used to post a video and, before the last step, use the “Add a link” button. It is not very ergonomic, but it is here that are, for the moment, the first seven games made available to test this novelty. Note that, unlike most classic free games, no consideration is required, neither advertisements nor microtransactions. Social network obliges, sharing remains the added value of these games with the possibility of filming its parts to distribute them to other users, and therefore potential players. When you see the lightning speed at which a trends can appear on the platform, all it takes is a good game to generate phenomenal success stories, flappy bird.

TikTok had already collaborated earlier in the year with Zynga in order to exclusively, but temporarily, offer the game Disco Loco 3D which met with critical acclaim. After this first success, and while waiting to see that of new games, ByteDance continues to discuss with other video game publishers to offer such experiences within the platform. If we do not clearly know the intentions behind this project, it is very likely that TikTok imagines being able to overshadow the Google Play Store or the App Store in the long term.