TikTok wants to enrich its platform by all means. After increasing the maximum length of its videos, the platform now intends to launch itself into the video game sector. According to information from Reuters, the application is currently testing the integration of HTML5 mini-games, with the aim of ”bringing value to (the) community“. These would probably be games financed by advertising, like Garden of God, a first title that the favorite application of young people had launched in partnership with Feeding America just a year ago. Last year, ByteDance also announced a partnership with FarmVille developer Zynga to launch Disco Loco 3D.
These first two attempts could be just the beginnings of a much bigger ambition for TikTok. ByteDance is indeed banking on video games to increase its revenue, and to encourage users to spend even more time on the platform, if that is still possible. A way for the company to get closer to Netflix and Facebook, which offer a similar library of mini-games, while reconnecting with Douyin, its Chinese predecessor which already integrates this type of content.
TikTok wants to be more than a social network
By setting foot in the world of video games, TikTok wants to broaden its horizons, and prove that the platform can go beyond its simple status as a successful social network. As with Twitch, it could also transform into a real streaming platform, allowing the broadcasting of games live, and the possibility for streamers to interact with their viewers during a game. A feature already authorized on the Amazon platform, and which tends to gain popularity in recent months.
It remains to be seen whether the mayonnaise will take. For the moment, TikTok is content with tests in Vietnam, but the company hopes to deploy its new feature throughout Asia by the third quarter of this year, then in the rest of the world if things prove conclusive.
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