TikTok has unveiled its first-ever report into gaming trends, which features data and insights exclusive to the METAP region.
Its What’s Next: Gaming Trend Report is an extension of its annual What’s Next Trend Report and takes a deep dive into new consumer behaviours and shifts in the regional gaming culture on TikTok.
TikTok says the goal is to help brands understand how they can engage with its vibrant gaming community and create successful gaming content on its platform.
Sezer Degirmenbasi, Head of Gaming, Middle East, Turkey, Africa, Pakistan and Eastern Europe for TikTok, said: “TikTok has truly become the place where gaming culture and entertainment intersect, giving gamers from every walk of life the opportunity to find their community, as well as discover, connect, and create in exciting new ways.”
‘Actionable entertainment’
TikTok says that gaming audiences don’t just want to passively consume content. “From fan edits and animations to cosplay, gamers inspire one another to bring gaming to life in their own unique ways, eventually moving in their journey towards genre-related product discovery,” the report says.
New technologies on TikTok like voice filters and AR effects are making it easier for users to blur the lines between in-game universes and real-life scenarios.
Its research also shows that the community embraces brands who are willing to experiment and create a more fun and engaging experience on TikTok.
80 per cent of METAP TikTok users agree that the best brands on TikTok are those that help users make creating and sharing videos fun.
Gaming has become a broader dedicated lifestyle or aesthetic, unlocking new opportunities for crossovers with diverse interests such as fashion, home decor and food.
Based on insights from TikTok’s METAP community, brands are encouraged to lean in and play a part in the larger community, ultimately helping users see new sides of their brand.
You can view the full ‘What’s Next: Gaming Trend Report’ (Global) here
