Innovation in Action: TikTok Reshapes Creative Advertising in the Gaming Industry
In an era of rapid changes in the mobile gaming industry, TikTok provides companies with smart tools for trend identification, performance enhancement, and maintaining relevance through AI-based solutions, intelligent creative management, and advanced data analysis
TikTok has transformed into a living innovation laboratory for the mobile gaming industry, delivering profound insights on user behavior and emerging trends. In today's landscape where efficiency and resource focus are paramount, the platform offers gaming publishers, content creators, and developers smart tools to identify growth opportunities and maximize returns, alongside a dedicated team of experts working closely with companies.
The Retention Challenge: The Race for Gamers' Attention
In today's mobile gaming world, games change at record speed and users decide in a split second whether to download or delete an app. The data tells an interesting story: TikTok users share gaming experiences 1.6 times more with their environment, activity that's 31% higher compared to other platforms.
Shani Eichbom, Global Marketing Director at TikTok, explains: "Unlike traditional advertising, gaming content on TikTok integrates organically into users' content streams."
With over 100 million gaming related videos monthly, the platform offers developers an authentic way to connect with their target audience and build stronger relationships with players. By combining entertainment-based content and creativity, and precisely adapting to the platform's leading formats, companies can maintain relevance in the dynamic market and build long-term success.
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artificial intelligence in TikTok changes the rules of the game
(TikTok for Business Website)
The Advertising Revolution on TikTok: When Gaming Meets Authenticity
In an age of fatigue from traditional advertising, TikTok provides surprising data: 81% of platform users enjoy watching game advertisements. "Our community responds positively to ads that integrate into the platform experience," explains Eichbom. "When content is authentic, engagement rises significantly."
The key to success combines quality and quantity: creative ads increase engagement by 3.3 times, and campaigns with 5-7 weekly creative versions lead in return on investment.
The case of Million Lords by Million Victories illustrates this: in collaboration with leading creators, they developed "Player 2" - a format that delays gameplay visuals for six seconds to boost engagement. They expanded this success to markets in Germany and France, with impressive results: a 175% increase in ROI in Germany and 150% in France, alongside a 60% and 53% decrease in installation costs respectively.
"When brands combine quality creative with sufficient quantity of creative assets, together with smart local adaptation, they significantly increase their impact," says Eichbom.
Creativity Levels Up: TikTok One Redesigns the Advertising World
Responding to growing demand for quality content, TikTok presents a revolutionary solution - TikTok One - unifying all creation tools under one roof. The platform gives advertisers complete control over the process, from creator selection to content distribution on a large scale.
Gaming company Miniclip Netherlands demonstrates the platform's power in promoting their title, Football Head Coach. Through smart management and access to an expanded creator pool, the company achieved a 22% reduction in installation costs (CPI) and doubled ROAS. This success illustrates how focused creative management leads to dramatic improvement in campaign performance.
Artificial Intelligence in TikTok Changes the Rules of the Game
Through smart AI tools like Smart+ and Symphony, TikTok advertisers can create more quality content with much less effort, while optimizing their campaigns in real-time.
"In a world where doing more with less is required," explains Shani Eichbom, "AI solutions like TikTok Symphony enable expanded creative output while maintaining natural and engaging content. Smart+ adds a layer of intelligent optimization, allowing precise adaptation to different markets and continuous improvement in campaign performance."
Gaming company Lessmore demonstrates the potential of integrating AI technologies in today's competitive market. Combining Smart+ and TikTok One, the company expanded their title We Are Warriors to 27 countries, alongside a 20% increase in ROAS, a 38% reduction in acquisition costs (CPA), and a 78% decrease in installation costs (CPI).
"TikTok today is not just a place for advertising," concludes Eichbom. "It's a place for learning for both clients and creators. Through deep analysis of the market and industry, we help our clients stay on top and understand trends in depth. As a true partner to our business clients, we understand that in an age of efficiency, gaming companies need to focus their resources on what delivers results - and that's exactly what we enable them to do."
