TikTok ventures into mobile gaming, initially in partnership with Zynga

guest · Nov 9, 2021

TikTok ventures into mobile gaming, initially in partnership with Zynga
November 9, 2021
https://techcrunch.com/2021/11/09/t...e-gaming-initially-in-partnership-with-zynga/

TikTok is experimenting with games, initially in partnership with mobile gaming giant Zynga.

On Monday, Zynga announced its plans to launch a new HTML5-based game, “Disco Loco 3D,” exclusively on the TikTok platform. The casual game is a single-player endless runner where players collect their own dance moves while challenging friends, avoiding obstacles, and collecting medallions as they walk down a catwalk, similar in spirit to Zynga’s “High Heels.” While TikTok says the game is meant to test its audience’s general interest in gaming within its app, the company confirmed that discussions with other game makers are already underway.
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HTML5-based mobile gaming has become a popular way to reach a large number of global users, particularly those in emerging markets where consumers may not own high-end phones or be able to afford fast data plans.

More broadly, however, the tech industry is making the connection between platforms where users go to be entertained or to socialize, and platforms dedicated to gaming. Facebook stepped into cloud gaming last year with its launch of Facebook Gaming on the web and Android. And Netflix has just launched its own gaming service to its global users on Android, and today, iOS, saying that the company believes gaming is just another category of entertainment.
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Now, it seems TikTok is open to exploring that concept, as well.
As for Zynga, the company said it sees TikTok as a platform that will allow it to reach new audiences through the app’s massive reach.

The partnership with Zynga may be the first to come of TikTok’s broader investigation into mobile gaming. The company told TechCrunch it’s in discussions with other gaming partners for similar deals, but can’t announce details at this time.
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guest · Jul 30, 2022

TikTok begins pilot testing HTML5 mini-games with a handful of partners
July 28, 2022

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 and discovered through creators’ videos. TechCrunch learned and has now confirmed TikTok’s new gaming pilot quietly launched just weeks ago with a variety of new partners, including game developers Vodoo, Nitro Games, FRVR, Aim Lab and Lotem.

The launch follows reports earlier this year that the social video app maker was looking to expand into HTML5 gaming after first testing the waters with gaming giant Zynga last November. The two companies had then teamed up to launch a TikTok exclusive title, Disco Loco 3D, which was similar to Zynga’s successful game (by way of acquisition) High Heels.
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Now, when a creator publishes a link to one of the new games available in this section, it appears as an anchor above their username on the resulting video. From there, viewers are able to click through to the game when they come across the video.
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TikTok had not officially announced the launch of its mobile gaming pilot, but a spokesperson confirmed the effort began testing in various global markets a couple of weeks ago.

“We’re always looking at ways to enrich our platform and regularly test new features and integrations that bring value to our community,” a TikTok spokesperson confirmed to TechCrunch. “Currently, we’re exploring bringing HTML5 games to TikTok through integrations with third-party game developers and studios.”
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TikTok ventures into mobile gaming, initially in partnership with Zynga

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