Apparently, the world’s hottest video app, TikTok, is pushing into gaming and conducting tests on the popular mobile game, Dooyin. This could prove to be an exciting move for the company and potentially drive more user engagement and advertising revenue for the application.
Douyin is a Chinese version of TikTok
Developed by Chinese tech company ByteDance, Douyin is a Chinese version of TikTok. The app was launched in September of 2016, and has quickly become a popular platform. Aside from being a popular short-video sharing site, Douyin offers live streaming, messaging, and shopping. In addition to that, it has a more advanced interface than TikTok.
The platform features a search function that allows users to find similar videos, ranked by relevance. It also offers a “Recommended” feed that displays short video ads after every 5 to 10 videos.
In-video searches are another feature. The app uses a keyword search algorithm to rank accounts that have the most followers. These accounts are rewarded with free DOU+ traffic. It’s also possible to browse livestreams by category.
Douyin allows brands to set up stores to sell products through its app. The user can browse popular genres and products, and complete purchases within the app. There are also coupons for local businesses.
Douyin has an incentive program, which rewards users with a “streamer bonus” for streaming a certain number of days in a row. The bonuses are typically cash equivalents. It is also possible to send virtual gifts to the livestream host.
The Chinese government has taken steps to censor and regulate the content of Douyin. It aims to shield young people from inappropriate material. The “teenage mode” is a precaution for users under 14. The mode limits access to the app during nighttime hours and restricts usage to a specified number of minutes per day.
The user base of Douyin is slightly older than that of TikTok. Its users are well-educated and come from metropolitan areas in China. They are most likely to be between 19 and 40 years old. They are also more likely to purchase products than TikTok users.
It’s hard to convince brands to invest in Douyin’s flagship store. The long lead time between the launch of a brand and the launching of a brand’s account presents a big challenge for marketers.
Testing is taking place in Vietnam
Taking advantage of its strong tech-savvy population, TikTok, a short form video sharing platform, has started testing in-app games in Vietnam. The social network hopes that these games will boost its ad revenue and get users to spend more time on the app. In addition, the company plans to expand its gaming offerings to other parts of Southeast Asia in the third quarter of 2022.
While the social media platform’s spokesman would not comment on its gaming ambitions, he did say that the company is “constantly improving” its platform. He added that TikTok has already partnered with game developer Zynga Inc., which has launched HTML5-based games like Disco Loco 3D, a music and dance challenge.
Unlike most other video services, which feature games only on their mobile applications, TikTok plans to offer gaming functionality across desktop, tablets and smartphones. The first gaming features will be minigames. These tend to have simple gameplay mechanics and relatively short playing times.
In addition to games, TikTok will also implement advertisements in its apps. The company has tie-ups with game developers like Zynga, but its representatives did not reveal what games it plans to bring to the platform. However, it has said that it has tested HTML5-based games.
ByteDance, the parent company of TikTok, has been eyeing the gaming space for some time. It acquired Shanghai-based Moonton Technology last year. Since then, it has been testing in-app games in China and other Asian markets.
The company has a huge user base of over one billion monthly active users, and seventy percent of its users are under the age of 35. Compared with the older generations, young users are more tech-savvy.
A TikTok representative said that the company has tested HTML5-based games in Vietnam. He added that the company has also partnered with third-party game developers. In addition, TikTok plans to expand its gaming offerings in Southeast Asia. He said that the company has been testing HTML5-based games in other parts of Southeast Asia as well.
While the app hasn’t announced any new plans, TikTok is planning a major push into the gaming space. The social network is targeting a younger demographic with its games, and is hoping that they will boost ad revenues and encourage users to spend more time on the app.
Developing games could drive more user engagement and advertising revenue
Developing games could be a lucrative strategy for both user engagement and advertising revenue. Whether it’s a mobile game, an online video game, or a traditional console game, developers can leverage a range of tactics to increase player retention and monetization.
One popular gamification technique is to reward players with in-game currency for their efforts. In RPG games, for example, players can purchase weapons to improve their abilities or buy fancy cars to flaunt to fellow gamers. These purchases are designed to keep players engaged in the game.
Using gamification can also help attract new customers. By recommending new avatars and playing with friends, designers can boost in-game purchases.
The resulting CPI for microgame ads is significantly higher than for rewarded or banner ads. This is due to the fact that players perceive these ads to be more entertaining. In fact, eCPMs are 8 times higher for microgame ads than for rewarded ads.
The gaming industry has been benefited by the proliferation of social media. Many of the most popular games are now available on mobile platforms. This has made it easier to spread these games to a wider audience. In addition to being fun and addictive, games are challenging and offer a unique experience.
For gamers, in-game purchases are used to express their personalities. These transactions allow players to connect with others in the virtual world and buy power-ups and ad-free subscriptions to games. These transactions can be a lucrative and long-term source of revenue.
A recent study found that 60% of consumers would be more likely to buy a brand if they enjoyed playing the game. These customers spent 29% more per visit than actively disengaged customers. This leads to 37% more annual revenue.
For developers, the challenge is to build games that are fun, engaging, and have a valuable offer at the end. However, it’s important to choose the right strategy for the game’s style. If the game is too hard or the gameplay is not engaging, players will abandon the game.
The key to increasing player retention is to understand the different behaviors of individual players. This will help you tailor messages to them and drive their engagement and revenue.