Niantic launches new game Peridot exclusively on TikTok

TikTok is where gaming culture and entertainment collide, allowing creators and brands to connect with each other through joyful, authentic, attention-grabbing content that transcends gameplay boundaries. Nearly 70% of mobile gamers on TikTok say the platform is a great way for developers to get their attention,¹ showcasing the clear opportunity for publishers to use TikTok as a storytelling canvas to reach and engage with a massive community of gamers at scale.

That's why we're excited to announce that we've partnered with Niantic to be the exclusive promotional platform for the launch of Peridot, their newest AR-first real-world mobile pet game simulator. As an exclusive partner, TikTok is working with Niantic to enhance the Peridot experience for the TikTok community with a campaign strategy that leverages both unique ad solutions, as well as organic content strategy.

With the goal of generating buzz around the new game on TikTok, Niantic has leveraged ad solutions including Spark Ads and TikTok Pulse, while also launching the owned-and-operated account @playperidot to bring the game to life on TikTok. Niantic worked with Gravity Road to help develop and execute their TikTok-first launch strategy aimed at engaging various TikTok communities with a mix of creator-led and brand-led content. Since Peridot’s launch, Peridot’s brand hashtags (#peridot and #playperidot) have generated over 124 million views on TikTok, with our community engaging with the game in fun and creative ways.

TikTok & Niantic have also launched a new Effect House Challenge, which invites TikTok effect creators to create new effects inspired by the world of Peridot. From today until June 21, creators will be able to download assets from the game, including 4 Dots, and create their own adorable magical pet effect for a chance to win up to $10,000. For more information about eligibility and how to submit, click here. By tapping into TikTok via Effect House, Niantic is giving creators the ability to use their own creativity and self-expression to build excitement and community around this new game.

“Peridot is designed to appeal to both animal lovers and anyone who would enjoy the magic of caring for and raising a virtual pet, brought to life by the magic of augmented reality and artificial intelligence,” said Mike Quigley, Chief Marketing Officer at Niantic. “TikTok’s diverse global audiences and format are helping us reach and engage this audience in creative ways, and we can’t wait to see what Peridot fans are going to create as part of the Effect House Challenge.”

"We're excited to be partnering with Niantic to drive excitement, community, and culture around Peridot on TikTok while showcasing the unique value of our platform as a launchpad for games," said Assaf Sagy, Global Head of Gaming, Global Business Solutions at TikTok. "By working with creators, tapping into Effect House, and leveraging our suite of ad solutions, Niantic is leaning into TikTok in fun and creative ways to bring Peridot to life, allowing our global gaming community to connect with the game on a deeper level."

In 2022, gaming content generated over 3 trillion video views on TikTok globally, with 50% of our daily active users viewing some form of gaming content throughout the year.² This incredible engagement gives gaming brands the ability to launch games as more than just games, but rather as culturally-relevant entertainment properties that build hype, grow authentic communities, and allow mass audiences to discover and play games. With 50% of TikTok's mobile gaming community more likely to recommend games to friends and 70% more likely to discuss games on social media,¹ Niantic is leveraging TikTok to supercharge game discovery and connect with gamers in creative ways.

Sources

1. Newzoo & TikTok for Business Whitepaper 2021

2. TikTok Internal Data, Global, Jan-Dec 2022