TikTok Enters Mobile Gaming with Zynga Partnership
TikTok Explores Mobile Gaming with Zynga Partnership
TikTok is currently evaluating the potential of in-app gaming, beginning with a collaboration with leading mobile game developer, Zynga. Zynga revealed plans on Monday to introduce “Disco Loco 3D,” a new game built using HTML5 technology, exclusively for TikTok users.
This casual gaming experience is designed as a single-player endless runner. Players can amass unique dance moves, challenge their connections, and gather medallions while navigating a virtual catwalk – reminiscent of Zynga’s popular title, “High Heels.”
Testing User Interest and Expanding Gaming Reach
TikTok clarifies that the primary objective of this launch is to gauge the overall interest of its user base in gaming features within the platform. The company has also confirmed ongoing conversations with other game development studios regarding potential future collaborations.
HTML5-based mobile games have gained prominence as a means of accessing a vast global audience. This is particularly true in developing nations where consumers may have limited access to high-performance devices or affordable data plans.
Industry Trend: Convergence of Entertainment and Gaming
The technology sector is increasingly recognizing the synergy between platforms focused on entertainment and social interaction, and those dedicated to gaming. Facebook, for instance, entered the cloud gaming arena last year with the launch of Facebook Gaming for web and Android.
Netflix has also recently introduced its own gaming service, available to its worldwide subscribers on both Android and iOS, asserting that gaming represents a further category of entertainment.
Understanding Community Engagement
TikTok has communicated to TechCrunch that the partnership with Zynga will provide valuable insights into how its community interacts with games. The platform already boasts a substantial audience of gaming enthusiasts, encompassing both casual and dedicated players.
However, TikTok acknowledges a need to determine whether these users will embrace a more integrated gaming experience.
Previous Gaming Initiatives
This isn’t TikTok’s initial foray into gaming. Earlier this year, the company launched “Garden of Good,” a game developed in collaboration with the nonprofit organization Feeding America, centered around charitable contributions.
While “Garden of Good” offered preliminary data on user interest, it differed significantly in its design. TikTok users nurtured virtual gardens and supported friends, with the platform making donations to Feeding America based on in-game progress.
Focus on Testing, Not Monetization
Zynga’s game represents a more conventional gaming format, but it is currently not monetized. TikTok has stated there will be no in-app purchases or revenue sharing related to the game’s performance.
The immediate focus is on assessing TikTok users’ appetite for gaming content.
Zynga's Perspective
Zynga views TikTok as a valuable platform for reaching new audiences, leveraging the app’s extensive user base. Bernard Kim, President of Publishing at Zynga, stated the company excels at creating games that integrate seamlessly with platform-specific user experiences.
He added that Zynga aims to deliver engaging and enjoyable concepts to players, regardless of where they seek entertainment.
Rollout and Future Plans
The game is scheduled to launch in the coming weeks on both iOS and Android devices within North American markets. It is not yet live on TikTok.
TikTok has indicated that the Zynga partnership may be the first of several similar initiatives. Discussions are underway with other gaming partners, though details remain confidential.
Zynga’s Financial Performance
The gaming news coincided with Zynga’s Q3 earnings report, which revealed revenue of $705 million, a 40% increase year-over-year. Bookings reached $668 million, up 6% compared to the previous year.
Zynga also announced the appointment of Matthew Wolf, a former Coca-Cola executive, to lead its blockchain gaming division.
