At a time when competing applications are withdrawing from the electronic games market, it seems that we are on a date with the launch of the “Tik Tok” application, a new gaming tab, which enables its users to play alongside its excellently successful service for short videos, according to a report issued by the newspaper. Financial Times".
According to the newspaper, these games will display advertisements, and users will be able to pay for additional content.
The researcher in the field of media technology and digital transformation and the Executive Director of the Alexandria Media Forum, Ahmed Esmat, says that "Tik Tok's quest to introduce games to the application falls within the framework of an effort to keep its users as long as possible on the application, which is the goal of all social media, to attract more from advertisers.
Games are one of the cornerstones of the interests of what we call the “Z” generation, which means the generation of the millennium-born, which is the solid mass on which “Tik Tok” is based, and then the application seeks to target attracting them continuously, through new features and characteristics that meet their requirements.
The main reasons for the success of "Tik Tok"
It is the permanent addition of new features and features, satisfying the passion of new generations for everything that is new and making them an attractive factor.
But the move to bring games to social media platforms is not new. In 2019, Snapchat launched a gaming section, before closing it last August. The same applies to the Facebook application, which closed its gaming platform in October.
While TikTok says, "The future of gaming is here on TikTok. Leading publishers launch games on our platform as entertainment content that is relevant to culture, builds community and inspires wider entertainment audiences to discover and play their games."
Tik Tok also confirmed any new feature or service whose success or failure cannot be judged until after a temporary period, which is followed by all social media platforms through a beta test at the beginning, followed by a launch for a specific period followed by an assessment of the extent to which the set goals are achieved, which are then judged to continue or stop it."
Researchers have confirmed that games may achieve great success on “Tik Tok”, unlike “Facebook” and “Snapchat”, which is affiliated with the “Meta” company, which had stated on more than one occasion that it faces great challenges in maintaining the activity of Generation Z on the Internet. The platform, unlike "Tik Tok", whose users are witnessing a steady increase in their activity on the platform."
Tik Tok began testing the gaming feature for the first time in Vietnam last May. Service managers in Europe were tasked with testing the games before they were launched, and the Financial Times quotes two people closely related to the tests.
According to the Financial Times, the launch date will be on November 2, when "Tik Tok" will host what it defines as "the first global gaming event."