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Opportunity: Mobile Gamers Who Use TikTok Play For Longer, Play More Genres, and Spend More

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Mobile is the world’s biggest and fastest-growing game platform, by player numbers and revenues alike. According to Newzoo’s Global Games Market Report, mobile generated revenues of $93.2 billion in 2021 (+7.3 percent year on year YoY). And 2.8 billion people played mobile games.

Community has long been an integral part of the games market. As games on mobile become more competitive, core, and social, community is also now at the heart of mobile games. Newzoo conducted research that found 49 percent of mobile gamers use TikTok.

As part of that research, we worked directly with TikTok to explore what motivates mobile gamers and how they interact with the digital platform. Together, we surveyed 10,800 mobile gamers across 13 countries and regions.

“TikTok is where gaming and culture collide. People come to TikTok to discover moments and movements that shape gaming culture today. TikTok is a platform where creators and brands can be their true selves, and it’s inspiring to see how our community supports each other and makes genuine connections through shared interests,” says Blake Chandlee, President of Global Business Solutions at TikTok. “We’re excited to continue building a place where brands of all sizes can share in these moments of joy and connection with the TikTok community.”

Core gamers engage with their favorite games in various ways beyond playing. They watch game content, have community discussions, create content and art, and even cosplay in real-world events. TikTok had over one billion monthly active users as of September 2021, and many mobile gamers are using the platform to create and engage with gaming content.

To that end, global viewership hours for TikTok’s top 100 most popular gaming topics grew +533 percent from Q1 2020 to Q1 2021.

TikTok presents a considerable growth and user-acquisition opportunity for gaming publishers and advertisers. To help companies looking to navigate the space, we dived deeper into the TikTok audience that plays mobile games. We will refer to them as TikTok gamers.

TikTok Gamers Are More Demographically Diverse

TikTok has grown into a diverse community, and this includes its gamers. In terms of age and gender, TikTok is a viable platform for targeting gamers that are hard to reach elsewhere.

The platform’s gamers are evenly distributed by gender, and its demographics are becoming more diverse. The even gender split is especially present in emerging markets across Southeast Asia, the Middle East, and Brazil, where mobile’s strong growth has led to many new players and payers.

TikTok Gamers Engage with Games Longer and Are More Likely to Spend

In every market we studied, TikTok mobile gamers are more engaged than mobile gamers who don’t use the platform. The data also suggests that play hours are even longer in emerging markets.

As is often the case, this engagement trickles into spending. TikTok gamers are 66 percent more likely to pay for games, and are 40 percent more likely to pay for add-ons.

TikTok mobile gamers also represent a massive opportunity for word-of-mouth marketing. The research shows that the group is:

  • More passionate about games
  • Often recommends games to friends
  • Discusses games on social platforms
  • More likely to see gaming as integral to their social life

Unsurprisingly then, TikTok gamers are also more likely to watch gaming content, and many do so via TikTok. The group also tends to use social platforms to find new games (45 percent vs. 32 percent for those who don’t use TikTok).

But what kinds of genres do TikTok gamers enjoy? It’s good news for publishers.

TikTok Mobile Gamers Are More Likely to Play All Genres

TikTok mobile gamers enjoy a wider range of genres than non-users. The average TikTok gamer plays 7.1 genres vs. 4.2 genres for those who don’t use TikTok.

Gamers who don’t use TikTok clearly prefer puzzle and match games. This suggests non-users prefer more casual genres. Meanwhile, TikTok gamers are more interested in core strategies like RPG and strategy games.

Seizing the TikTok Opportunity

We have established that TikTok represents a huge opening for game publishers and advertisers. But how can these companies reach this diverse audience?

The good news is that TikTok mobile gamers are optimistic about seeing more game content on the platform and are excited to follow new and unique campaigns:

Mobile gamers on TikTok are open to all campaigns, meaning advertisers can get creative, iterate, and experiment with new strategies.

To conclude, gamers have always been a highly engaged community, happily sharing

recommendations, opinions, tips and tricks, and video content for as long as it’s been possible to do so.

TikTok’s offer to advertisers is unique, supporting creative and organic campaigns that facilitate global collaborations between brands, creators, and people who play games.

“As early believers of gaming’s growth, we at Newzoo have loved seeing games empower people, engaging and connecting fans from all corners of the globe,” says Peter Warman, Newzoo’s Co- Founder and CEO. “I’m excited to finally unveil the insights from our joint research with TikTok For Business to the world.”

We’re a diverse group of industry professionals from all corners of the world. Our desire is to provide a high-quality telecoms publication that caters to an international market, offering the latest and most relevant telecoms information to businesses, entrepreneurs and enthusiasts.

Press Releases

Monty Mobile: The First Company in the Middle East & Africa to Provide 5G End-to-End Solutions for Telcos

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5G End-to-End Solutions for Telcos

Monty Mobile provides an in-house, cost-effective, well-optimized 4G+ and 5G end-to-end wireless solution serving both small and large-scale mobile and fixed operators targeting both urban and rural areas.

Moreover, operators are offered flexible payment plans for up to 5 years, first payment after 3 years, helping them stay ahead of their competitors.

This on- cloud solution guarantees improved scalability, mobility and security in addition to great savings on both CapEx and OpEx.

With this solution, Monty Mobile is introducing an alternative to Tier1 Telecom Suppliers such as Ericsson, Huawei, Nokia, and ZTE.

“The best is yet to come; stay connected!”, says Mountasser Hachem, Founder & Chairman of Monty Mobile.

More details regarding this full end-to-end solution will be disclosed in the Inside Telecom magazine next month in an exclusive interview.

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Africa’s Leading Independent Telecommunications Services Provider, Phase3 Telecom moves onto Digital Connectivity Enterprise in Nigeria and West African Sub-region

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The upgrades will cover security features, performance enhancements. agile update capacity and quality delivery mechanisms.

ABUJA, Nigeria, March 10, 2022: Africa’s leading independent aerial fiber optic network infrastructure and telecommunications services provider, Phase3 Telecom, is enabling advanced digital connectivity, improved performance and enhanced network security for enterprise. This drive is targeted at cost efficient and unified network endpoint management for businesses in Nigeria and the West African sub-region.

This development is also designed to amplify Phase3 enterprise value active network deployments for MSMEs, large scale corporates and institutions.

According to the company’s executive chairman – Stanley Jegede, “this expansive service optimization is targeted at improved coverage on Phase3 network routes through Africa as well as to assure solutions that help businesses  transform and scale seamlessly.

He says, “Phase3 current network upgrades is an ongoing exercise and will cover security features, performance enhancements, agile update capacity, and quality delivery mechanisms for enterprise segments. Especially in the areas of productive work-from-anywhere or do-business-from-anywhere and digitized remote connectivity solutions”.

In addition to the company’s focus to increase enterprise based networks data handling capacity and their capability to access data within dissimilar sources faster vis-a-vis smarter, as today’s global clime demands.

Jegede, in his concluding statement says, “Phase3 layered digital capabilities will both enhance Phase3 network architecture and compliment legacy connectivity service experience in remote locations with significant Phase3 presence and network access points.

About Phase3 telecom

Phase3 Telecom is a leading independent fiber optic infrastructure with Points-of-Presence (POPs), colocation, and NOCs in Nigeria. Issued a National Long Distance Operator (NLDO) license in 2003 by the Nigerian Communications Commission (NCC), and with a vibrant as well as a dedicated team of experienced professionals, we are the network of choice for high-performance, data-intensive and low latency connectivity that span dedicated internet access, MPLS VPN, metro ethernet, wide area network solutions etc. We currently operate across the ECOWAS region and international markets through strategic partnerships that allow us to connect our clients across 400 cities worldwide. And ours is an extensive and secure network with end-to-end capabilities that service providers and businesses can rely on to scale, manage costs and assure efficiency. As our network continues to evolve into other layered service streams, including cloud-based and network security solutions – our invaluable clients will continue to remain the core of every investment that we make; innovation that we create; and technology that we adopt during the 4th industrial revolution to position us as the network of the future.

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Digital Therapeutics Revenue from Health Insurers to Reach $8 Billion Globally by 2026

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Hampshire, UK – 14th March 2022: A new study from Juniper Research has found that digital therapeutics revenue from health insurers will increase to $8 billion by 2026, up from $1.1 billion in 2022; representing a growth of 610 percent over the next four years. Digital therapeutics are clinically validated software programs for the treatment of chronic medical conditions, either independently or in conjunction with other therapies.

The report found that digital therapeutics facilitate the proactive mitigation of chronic medical conditions before they require costly interventions; enabling health insurers to reduce long-term costs per patient. However, it highlighted that these savings will be limited to health insurers in developed regions, where consumer devices and digitalized health infrastructure are ubiquitous. As such, it noted that health insurers in Africa and Latin America will contribute less than 2 percent towards health insurer-led digital therapeutics revenue in 2026.

A new research, Digital Therapeutics & Wellness: Key Trends, Business Models & Market Forecasts 2022-2026, identified that insurers will also benefit from an ongoing shift among digital therapeutics vendors towards engagement- and results-based payments. It recommends that therapeutics providers looking to leverage this trend prioritize the development of performance benchmarks, as demonstrating improvement and preventing patient abandonment will become a direct monetary issue.

Machine Learning to Move into Advisory Role as Liability Issues Emerge

The report forecasts that the number of people using digital therapeutics will increase by 381% over the next four years, and recognizes that machine learning will be key to this growth by facilitating advanced data analytics, remote patient monitoring, and real-time conversational coaching. However, it cautioned that an ongoing lack of standards surrounding the use of machine learning within digital therapeutics will result in vendors limiting its role in their offerings.

Research author Adam Wears explained: “As developers and healthcare providers increasingly grapple with issues of liability and malpractice, machine learning will transition from a patient-facing role to a diagnostic tool offered through provider-facing dashboards; to be used by clinicians and specialists in a manner akin to traditional computer-aided diagnostics.”

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