TikTok's Gaming Trend Report: Insights and Opportunities for Brands

Over the past year, TikTok has become a popular platform for gamers to engage, create, and connect with a global community. With over 3 trillion views on gaming content in 2022, TikTok has become a space where diverse audiences can share new stories, discover new games, and influence cultural trends. To help brands understand how to engage with the gaming community on TikTok, the platform has released its first-ever What's Next: Gaming Trend Report.

The report provides insights into new consumer behaviors and shifts in gaming culture on TikTok. It breaks down key community insights into actionable takeaways and trend analysis, supported by data, to help businesses grow on the platform. The Head of Global Gaming Business Marketing at TikTok, Rema Vasan, highlights how TikTok has become a place where gaming culture and entertainment intersect, allowing gamers from all backgrounds to find their community and explore new ways to connect and create.

The report is divided into three key Trend Forces that shape culture and content on TikTok: Actionable Entertainment, Making Space for Joy, and Community Built Ideas. Under each Trend Force, there are specific signals that reflect emerging behaviors and interests within the gaming community.

Actionable Entertainment focuses on how gaming audiences on TikTok actively engage with content. Gamers use their creative skills to share fan edits and bring games to life through technologies like voice filters and AR effects. The community embraces brands that experiment and create fun and engaging experiences on TikTok.

Making Space for Joy highlights the importance of humor and relatable content in gaming. TikTok provides a level playing field for gamers and developers to connect and share ideas, fostering a sense of belonging among diverse audiences. Brands can authentically show up on the platform by supporting creators and creating playful, humorous content.

Community-Built Ideas emphasize the passionate subcultures within gaming culture. TikTok offers endless inspiration for gamers through community challenges and creative modes. Gaming has also become a broader lifestyle, allowing for crossovers with diverse interests such as fashion, home decor, and food. Brands are encouraged to be part of the larger community and showcase different sides of their brand.

The report is based on insights from TikTok's global community and encourages brands to play a role in the community. TikTok users appreciate brands that come up with new challenges, trends, or memes for others to join in with. Posts on TikTok offer a glimpse into people's real, everyday lives.

The What's Next: Gaming Trend Report provides a retrospective on gaming trends on TikTok in 2022 and offers growth opportunities for 2023. The report is compiled from a variety of sources, including third-party research and first-party data analyzing platform performance on TikTok.

Overall, the report showcases the power of TikTok's global gaming community and demonstrates how brands can leverage the platform's engagement to reach and convert new audiences.