One of the most popular social media networks in the world TikTokpublished the “A New Era in Mobile Gaming” report.
The detailed statement from the company on this subject was as follows: “TikTok published its report titled “A New Era in Mobile Gaming”, prepared for game publishers and marketing experts in cooperation with NRG (National Research Group). The report sheds light on the trends of new generation mobile players and offers data-based strategies. Research shows that 1 in every 4 people around the world is a mobile player in the gaming industry, which is preparing to exceed the 2 billion player mark globally by 2024. While there is a huge change in the mobile gaming world, TikTok’s report focuses on the key factors that are vital to be successful in the industry. The report finds that marketing professionals need to adapt their strategies to prioritize long-term player loyalty. According to the report, success is shaped around three basic elements. These stand out as establishing cultural connection, connecting with players, and encouraging a sense of community. The evolution of the mobile gaming world brings with it a new type of mobile gamer. Understanding the new generation of gamers is of great importance for all publishers who want to gain the trust of players and successfully engage with their target audience in this new era of gaming.
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The report prepared by TikTok in collaboration with NRG defines the Next Generation Gamer profile as individuals who are “extremely interested in the game”. Two out of every three gamers spend at least 7 hours a week on mobile games. This player profile is not only closely involved in the gaming experience, but also plays an important role in shaping gaming culture and determining the success of new releases. The areas where new generation players have the most impact are:
Cultural Awareness: Next Generation Gamers are almost 5 times more likely to follow popular culture around the world. This makes Next Generation Gamers “trendsetters” in the gaming community.
Power of Influence : Next Generation Gamers are twice as likely to share their opinions on new products. These features make them stand out as influencers in their social circles.
Brand Loyalty: New Generation Gamers are 1.6 times more likely to show brand loyalty than other gamer types. In this way, the New Generation Player profile becomes a valuable profile for marketing experts who want to establish lasting connections with their target audience.
According to the report, more than half of Next Generation Gamers believe that it is important for a game to be popular on online platforms when deciding which game to play. This decision also appears to depend on several key factors.
First, it’s worth noting that Next Gen Gamers are 28 percent more likely to recommend games they can culturally connect with. This highlights the importance of incorporating current trends into game marketing for brands.
Secondly, a significant portion of Next Generation Gamers say they desire to engage with games that truly understand and care about their needs as gamers, pointing to the importance of building trust and making meaningful connections. According to the report, 3 out of every 4 Next Generation Gamers want to play a game that “understands” them as a player.
71 percent prefer to play games from brands they trust. The report also highlights that Next Generation Gamers are 27 percent more likely to recommend a mobile game that they believe cares about its fans.
Finally, the report points out that Next Generation Gamers play a crucial role in driving player engagement, by actively participating in discussions and content creation around their favorite games. More than 60 percent of gamers believe it is important to connect with like-minded players through mobile games. This output also serves as a strategic recommendation for brands.
It is recommended that brands have a presence on TikTok, where New Generation Gamers are especially active, and benefit from content created by creators and users to keep their games on the agenda.
Next Generation Gamers value community-driven experiences, with 27 percent more likely to recommend games their friends are talking about, according to the report. Collaborating with content creators strengthens this effect and helps create a community around the game.”
Commenting on the subject TikTok EMEA Mobile Game, GBS Manager Sezer Değirmenbaşı, “We’re proud to see that more than half of Next Generation Gamers are creating gaming content on TikTok, and more than 30 percent are among the first to discover new games. TikTok has proven to be the go-to destination for new game discovery, especially when it comes to new game launches.
This presents many opportunities for publishers who want to promote mobile games on the platform and increase player engagement starting from the initial launch stages. I believe that this report will provide them with actionable suggestions to take their marketing strategies to a new level.” said