TikTok's mini-games boost engagement and ad revenue

TikTok has introduced a variety of mini-games and micro dramas within its app, a move that has significantly increased user engagement for the author and is poised to boost the platform's advertising business. These games, ranging from simulation to ASMR puzzles, are developed by third-party companies and are playable without leaving the TikTok application, contributing to the platform's super app strategy.

This expansion into gaming aligns with broader industry trends, as companies like LinkedIn, Netflix, and The New York Times also integrate games to capture user attention. The games are designed to generate substantial ad revenue through various formats, including in-feed advertisements for the games themselves, ads displayed between game rounds, and ads that offer in-game perks. Game developers can earn a share of this revenue, while TikTok benefits from increased user time and engagement, which can lead to better advertising performance.

Experts note that this integrated approach simplifies the user experience compared to traditional mobile game advertising, where users must leave the app to download games from an app store. The potential for further innovation, such as split-screen functionality allowing users to play games while scrolling through videos, could enhance engagement even more.