The gaming landscape has undergone a phenomenal transformation in recent years, propelled by the digital era’s dynamic evolution. Among the platforms making headways in this revolution is TikTok.
In the past year, TikTok has witnessed a surge in gaming enthusiasts who connect through their shared passion, making it the ultimate hub for gamers to connect, create, and set cultural trends.
TikTok’s impact on the gaming community is truly global, with a staggering 3 trillion views for gaming content in 2022. The platform has fostered a larger-than-life community where diverse audiences unite in their love for gaming. Surprisingly, it’s not just diehard gamers joining the fray; a remarkable 82 percent of TikTok users play games at least once a week, according to a study conducted by Material for the platform.
The Middle East and North Africa (MENA) region, in particular, has witnessed a gaming explosion with the #GamingOnTikTok hashtag amassing an astonishing 55.5 billion views globally. Countries like the UAE, Saudi Arabia, and Egypt have seen millions of views on related hashtags like #MobileGamerNation and #WhatToPlay. TikTok has become a haven for gamers seeking insights, recommendations, and tips to enhance their gaming experience.
TikTok has revolutionised the way gamers discover and engage with content. No longer do they have to rely solely on friends’ recommendations; instead, they can join the fun through content endorsed by trusted creators. Mohamed Harb, TikTok’s Head of Sports & Gaming MENA, highlights how the MENA Gaming community thrives on TikTok as a vibrant space where gamers passionately collaborate, exchange recommendations, reviews, and memorable moments from various video games.
The platform’s influence on gaming discovery and engagement is undeniable. A significant 41 percent of users downloaded featured games after seeing gaming content on TikTok, while 36 percent made purchases to play, according to the Marketing Science, Global Entertainment Study (Gaming Vertical) 2021. Moreover, TikTok audiences feel a deeper connection with people they interact with on the platform compared to other sites and apps they use, as revealed in the What’s Next: Gaming Trend Report 2023.
Finding like-minded individuals who share the same gaming passion has never been easier, thanks to TikTok’s simple click-to-connect approach using relevant hashtags. The platform has redefined entertainment by placing gaming at the heart of its community-building efforts.
Beyond discovery, TikTok has propelled gaming into mainstream entertainment. The gaming content on the platform goes beyond showcasing gameplay; it serves as a gateway to discovering new games, trying novel formats, and bridging the gap between creators and gamers.
TikTok MENA’s dedication to the gaming community reached new heights with its first-ever eSports tournament. The TikTok Invitational eSports Tournament gathered the top 16 eSports teams from across the MENA region for a thrilling two-day event, where they showcased their skills in the popular battle-royale game PUBG. The event was streamed live exclusively on TikTok, amassing a whopping 132 million views on #GamingOnTikTok over the course of two days, thanks to professional commentators who provided real-time analysis and commentary, creating an immersive viewing experience.
TikTok’s role as a creative powerhouse seamlessly blends gaming, entertainment, and culture. The platform empowers creators to experiment with gaming content, from filmmakers transforming favorite games into films to chefs showcasing imaginative takes on game characters through food art. TikTok’s unique ability to inspire and unite users from diverse backgrounds through shared interests has led to the birth of a vibrant gaming community.
The collaboration between gaming and TikTok is no mere coincidence; it’s a powerful alliance that is revolutionising entertainment and ushering in a new era of gaming-centric experiences. As brands and creators join forces to build authentic communities and innovative experiences, TikTok’s position as a cultural launchpad for games continues to redefine the entertainment landscape.
