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TikTok dives into gaming with Disco Loco 3D as fight for average user time heats up

This is not the first time a social media company has leveraged gaming to drive up user engagement.

TikTok will dabble in mobile gaming by collaborating with social gaming giant Zynga, according to a report in TechCrunch. The short-video platform is rolling out an HTML5 game called ‘Disco Loco 3D’, as per an announcement from Zynga. The game will be live on both iOS and Android across North American markets at first. The company revealed that the game will measure its audience’s general interest in gaming within the app; the game has not been monetised yet, TikTok informed TechCrunch, adding that there are no in-app purchases or revenue share on the game’s earnings. TikTok's collaboration with Zynga will not be an exclusive one as the platform is engaged in discussions with other game makers as well, TechCrunch reported. The Zynga press release described the game as a “single-player endless runner game where players collect their own dance moves while challenging friends and followers on the popular entertainment platform”. Major social media platforms like Netflix, Facebook, and Google are all betting big on gaming in order to entice users to spend more time on their platforms. HTML5-based mobile gaming is often leveraged to reach a large number of global users, especially in emerging markets where consumers may not own sophisticated phones or be able to afford data plans, TechCrunch explained.  Social media companies’ tryst with gaming This is not the first time a social media company has leveraged gaming to drive up user engagement. In fact, many companies have thrown their hat in the ring:  Google: The company launched its…

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I cover several beats such as Crypto, Telecom, and OTT at MediaNama. I can be found loitering at my local theatre when I am off work consuming movies by the dozen.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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