ByteDance, the parent company of popular social media app TikTok is getting serious about entering the gaming and esports ecosystem. They have just announced a partnership with Enthusiast Gaming, the largest gaming media platform in North America and the United Kingdom.
They have agreed to an integrated partnership deal with TikTok. According to the release from Enthusiast Gaming:
“TikTok will leverage Enthusiast Gaming’s vast platform of video game and esports fan communities to help drive adoption and bridge the integration of TikTok within the gaming and esports industry.”
As part of their deal, partnership activations will be rolled out across their platforms. They will have product, logo placement, and promotional activity with Luminosity Gaming influencers, social media, and an upcoming video series microsite. They will also include video production of launch teasers and custom promo video content to be broadcast on Luminosity Gaming’s Twitch account, social media channels, and Enthusiast Gaming media properties. This is big news for anyone interested in Twitch betting and the growth of the gaming and streaming industry online.
Comment from Enthusiast Gaming
Adrian Montgomery, CEO of Enthusiast Gaming, commented on the partnership in their press release:
“We are delighted to be partnering with TikTok, a revolutionary company that is dominating mobile media, to provide them with an integrated approach to increase awareness and engagement by delivering unique and creative content to our loyal fan communities. Our recognition by Comscore as the largest mobile entity in the United States in the Gaming Information category validates the extensive reach, we have into the elusive Gen Z and Millennial gaming market. We are excited to work together to create value for the TikTok community.”
TikTok, ByteDance, and Gaming
Earlier this week, ByteDance acquired the game studio Moonton. They acquired the company at an estimated valuation of $4 billion. This means that they now own the esports and casual gamer-focused mobile game, Mobile Legends: Bang Bang. This puts them and their gaming focused vertical, Nuverse, in direct competition with Tencent as a major mobile publisher in Asia. They are clearly aiming to expand their portfolio of gaming products, and by bringing one of the most popular mobile games to the West they will certainly meet that aim.
Outside of mobile gaming, TikTok is also looking to expand their content services to esports organisations and their fans. There are already some esports teams like Team SoloMid, 100 Thieves, and G2 Esports with tons of followers on the app. By allowing branded hashtags and TikTok business accounts, they are making the site a lot more appealing for major brands. They are also sponsoring Tundra, a FIFA 21 esports team, as well as restarting their TikTok Cup, a college esports competition.
They are serious about entering the gaming and esports market. They have made bank by taking a hugely popular social app in China and translating it for a global audience and it looks like they will do the same for Mobile Legends. They have realised that streaming, gaming, and to a lesser extent esports will be the entertainment of choice for the future and they are jumping on the bandwagon as fast as they can.