In its latest move to maintain its position as one of the most popular social media apps, TikTok has recently included a number of in-app mini-games created in tandem with a number of different gaming companies. The mobile games built using HTML5 can be played within the social video-sharing app and found by browsing creators’ videos. Several studios, including Vodoo, Nitro Games, FRVR, Aim Lab, and Lotum, have reportedly joined forces with TikTok for the new gaming pilot that was discreetly released a few weeks ago.
TikTok’s decision to enable HTML5 games rather than native titles is a calculated business decision. Because of this, TikTok isn’t directing people to download the game from the App Store, Google Play or open the game directly. As a result, users will have an easier time launching a game, and TikTok and its partners will be able to circumvent the limitations imposed by Apple and Google.
HTML5 is a widely implemented Web standard, and it can be used to develop apps that work across mobile, tablet, desktop, and laptop browsers. This allows users to enjoy a consistent experience regardless of the platform they are using. Big brands like Netflix have mastered the HTML5 game, employing it in all of its content streams to guarantee a hassle-free experience on all devices. Other names like Amazon and software providers behind new online slots in UK have also jumped on the bandwagon, taking full advantage of its dependability and ability to handle rich media features. For instance, HTML5 allows new slot games to play effortlessly on both mobile phones and PC. Furthermore, HTML5 enables such firms to construct dynamic rich media advertising that reacts to browsing behavior, location, shopping history, or any other data that visitors choose to access.
Sources from TikTok have verified that testing has begun “in various global markets,” even though the HTML5-based feature is still in the prototype stage. Additionally, it has been made clear that the latest developments aim to “enrich” the user experience with “new features and integrations”, where HTML5 games will be introduced to the app through “third-party game developers and studios.” The debut comes after rumours surfaced earlier this year that the social media platform was planning to enter the HTML5 game market, following a successful pilot project with gaming giant Zynga in November last year. Following this, the two firms collaborated on the release of Disco Loco 3D, an exclusive title for TikTok reminiscent of Zynga’s hit game High Heels.
The freshly launched list of new mini-games includes entertaining titles such as ‘Tap the Difference’ by Lotem, ‘Peek a Who’ and ‘Space Destroyer’ by Nitro, ‘Influencer Run’ and ‘Pride Run’ by Voodoo, ‘Basketball FRVR’ by FRVR, and ‘Mr. Aim Lab’s Nightmare’ by Aims Labs.
When uploading a video to TikTok, content creators will be presented with a variety of available mini-games to choose from. Before hitting the publish button, there is one last screen where creators can include links to other works, trending hashtags, descriptions, locations, and more. In the past, users could incorporate links to activities by hitting the “Add Link” button and using TikTok Jump, a third-party integration tool embedded into the TikTok app.
As of 2022, more than 1.534 billion people in 154 different countries use TikTok, making it one of the most popular social networking sites in the world. Although TikTok first appeared in China in 2016 under the name Douyin, the app saw its most extensive growth in 2017 once it expanded beyond the Chinese market. Currently, over 85% of businesses of all sizes use TikTok as a marketing tool to enhance brand identity and increase brand visibility to boost sales. The video-sharing platform has handy features such as Duet, Stitches, Stories, and a plethora of filters, background effects, and audio samples to choose from, which allows creators to post original content and link to other reference material as per their niches, such as ratings for a movie from Rotten Tomatoes, recipes from Whisk, or links to health and wellness videos which make the app even more entertaining and interactive.