Video Games & TikTok: How to Get Discovery Right

This analysis explores the evolving landscape of video game discovery, with a primary focus on the strategic utilization of TikTok to drive player interest and Steam wishlists. The central thesis posits that TikTok’s algorithmic structure offers a unique, high-impact opportunity for viral discovery that often surpasses traditional platforms like Twitter. By prioritizing bite-sized, "hook-driven" content over high-production polish, developers can effectively reach niche communities and massive audiences regardless of their existing follower count.

Key findings emphasize that success on TikTok is rooted in brevity and authenticity rather than overt marketing. Expert insights suggest that developers should focus on one concept per video, such as a specific mechanic or a "behind-the-scenes" look at development, to hold attention within a 15-to-60-second window. Data indicates that while "wholesome" or aesthetically pleasing games perform well, "core" titles also find success by humanizing the development process or engaging the community in design decisions. Technical recommendations include the mandatory use of vertical video formats and the implementation of closed captions to ensure accessibility and engagement in "sound-off" environments.

The scope of the analysis extends beyond social media to include the broader state of the industry in 2021. It examines the shift in professional networking, noting that 45% of industry professionals found closing business deals more difficult during the pandemic’s move to virtual events. Additionally, the text covers emerging hardware and platform trends, such as Valve’s development of portable PC gaming hardware and Sony’s strategic pivot toward expanding first-party intellectual property into mobile and multimedia markets. The methodology relies on expert interviews, industry surveys of over 280 respondents across 45 countries, and analysis of platform-specific performance metrics.