TikTok Launches Gaming Channel

This spring, TikTok began testing a feature that allows platform users to run mobile games. The developers are expected to introduce a new tab soon.

It is known that the company that owns TikTok has been working in the game development direction for some time and plans to move to a new stage of its promotion by providing access through a social network. Experts believe that it will be implemented through the addition of an extra tab to the application. The games will be supported by integrated advertising and additional paid content that players can purchase at will. Initially, testing was conducted among selected users in Vietnam. Unfortunately, when exactly the new functionality becomes available to TikTokers from America and Europe is not clear.

Mobile games for such platforms may seem like a promising niche, but the results of TikTok's competitors, who are also trying to conquer it, are pretty disappointing. So, Netflix still reports a very small percentage of subscribers who are interested in its games. Snapchat completely abandoned this idea, closing its own similar service. Meta did the same when it stopped supporting Facebook Gaming. Besides, in general, according to experts, gamers' spending during this year fell by more than 6% compared to the previous period.

It is not yet clear whether TikTok will be able to achieve greater success than other services. Perhaps some platforms and social networks are better off focusing on what they do best and not jumping into a new field of activity. At the same time, perhaps the TikTok developers will be able to offer us a unique experience. What do you think about this format of games? How do you rate TikTok's chances of success?