Why #GamingTok isn't just for gaming brands

As gaming shifts from a peripheral interest area to a mainstream mainstay, marketers have a huge opportunity to establish cultural relevance and drive business results by advertising to gamers. And TikTok is the place to do it: half of all daily active users watched some form of gaming content in 2022.¹

Here are three things to know if you're thinking about leaning into TikTok's gaming community.

#1: The gaming audience is your audience.

Gaming is no longer a niche hobby, and it hasn't been for some time. From mobile games to console games to PC games, playing video games is very much a mainstream passion. And gaming culture has spread out into nearly every other area of mainstream culture. As a result, a diverse set of personas have emerged: a fashionista is also a gamer. A foodie is also a gamer. A car enthusiast. A techie, a fitness fanatic, or a beauty blogger. This expansive audience watched 3.6 trillion game-related videos in 2022 on TikTok.¹ And this audience is only getting bigger.

@cozy.maja

#2: TikTok is the place where gaming, culture and entertainment collide

That crossover into the mainstream we mentioned? That's where your audience is living and creating. They're building community, they're engaging with brands, and they are being driven to action by content on TikTok. This is where you can build a culture of fandom around your brand, through the intersection of gaming, culture, and entertainment. We see this come to life on our platform every single day.

@legendaley

#3: Brands are already leaning in and finding success

The power of creativity on TikTok is giving brands incredible ways to show up. Some are pioneering new approaches through trends, through sound, or through creators. They're creating for massive audiences on the For You page, streaming on LIVE, and building true community through the platform. And gamers are responding by taking action. After all, TikTok's' audience is driven and influenced by content. It's what keeps the platform hyper-relevant.

DoorDash, the local commerce platform, has mastered the art of delivering to the gamer segment. Aside from creating its own separate handle just for gaming content (@doordashgaming), the brand has been tapping into the gaming audience on TikTok across various campaigns. Most recently, it hosted Battle of the Brands, a live, bracket-style gaming tournament that pitted DoorDash’s key national merchant partners against each other in friendly competition over several days. DoorDash turned to TikTok to build out a media strategy to bolster viewership and engagement, generating 28.7 million impressions (overdelivering by more than 3 million) and exceeding CTR and engagement rate targets.

e.l.f. Cosmetics is known for disrupting industry norms, shaping culture, and connecting communities. The brand took the stage in front of TikTok’s massive gaming audience with a first-of-its-kind gaming x beauty activation: TikTok Gamers Greatest Talent. The competition brought in 9B+ Hashtag challenge video views, 2.5 million video creations, and 11,000 users' applications showcasing their unique talents.

@loserfruit

Jump in and level up your efforts

Gamers are ready and eager to dive deeper. They're showcasing their creativity, their competitive spirit, and ultimately their love for their favorite gaming IP. They're being inspired and influenced by other gamers, by brands, even by other interests in ways we haven't seen before. In order to drive success, brands should take the time to understand gaming culture and create content that resonates with gamers to build trust and meaningful connections.

Download our guide Leveling Up with Gaming on TikTok to learn more, or explore our What's Next: Gaming Trend Report for more inspiration.