Navigating the new era of mobile gaming with TikTok: Strategies for success

The mobile gaming industry is undergoing a significant transformation, characterized by a diversification of player demographics and an intensifying competition for downloads.

To navigate these changes, TikTok partnered with National Research Group (NRG), leveraging its proprietary "Franchise IQ" tracker. The tool provides an in-depth analysis of franchise health among consumers aged 18-64, incorporating more than 4 years of data, 700 franchises, and 50 metrics across 9 countries.

TikTok and NRG are excited to present a new whitepaper called "A New Era for Mobile Gaming" that explores these industry dynamics, offering actionable strategies for publishers and marketers to effectively engage the Modern Gamer.

The "Modern Gamer"

Mobile gaming represents over half global gaming spend. The sector is poised to surpass two billion players by 2024, meaning one in four humans on the planet will be mobile gamers this year.¹

NRG and TikTok partnered together to understand this vast audience of mobile gamers, so that we can help guide the mobile industry on what users are looking for, thereby driving game success.

A significant portion of mobile gamers, two out of every three, are categorized as "Modern Gamers," dedicating at least seven hours weekly to mobile gaming.² The influence of this group on gaming culture and the success of games stems from:

• Cultural Awareness: Modern Gamers are nearly five times more likely to follow popular culture globally, making this group trendsetters in the gaming community.²

• Influencers: Modern Gamers are two times more likely to share their opinions on new products, establishing this group as influencers within their social circles.²

• Brand Loyalty: Modern Gamers are 1.6 times more likely to express brand loyalty, a valuable trait for marketers seeking to build lasting connections.²

Strategies for engaging Modern Gamers

For Modern Gamers, the decision to play a particular game hinges on key factors:

• Cultural Relevance: Incorporate current trends into game marketing to resonate with Modern Gamers, who are 28% more likely to recommend games they find culturally relevant.² This approach ensures games stay connected to popular culture.

• Connection: Establish a presence on TikTok, where Modern Gamers are notably active. Modern Gamers are 27% more likely to recommend games that care about its fans,² highlighting the importance of genuine interaction, emotional resonance and brand trust.

• Community: Leverage creators and user-generated content to keep the game within ongoing social conversations. Modern Gamers, who are 27% more likely to recommend games that their friends talk about,² value community-driven experiences. Partnering with creators amplifies this effect, fostering a community around the game.

By focusing on these strategies, marketers can more effectively connect with Modern Gamers, ensuring their games not only capture attention but also foster a loyal and engaged player base.

Embracing community platforms to target modern gamers

To effectively engage Modern Gamers, publishers must embrace culture, connection and community. TikTok is a powerful platform that encapsulates these elements seamlessly.

• For ages 18-24, TikTok is the #1 platform for discovering new mobile games.²

• Over half of Modern Gamers post gaming content to TikTok.²

In the fast-paced world of mobile gaming, understanding the behaviors of Modern Gamers and leveraging platforms like TikTok can be the key to success for marketers. By sharing the same values as these Modern Gamers, brands can expand their influence on mobile gaming and play a key role in shaping its culture.

1. Data.ai, “The State of Mobile 2023”, January 2023

2. Source: TikTok Marketing Science Global, “A New Era for Mobile Gaming,”, 2023 conducted by National Research Group (NRG)