Keynote: A New Era for Mobile Gaming - Noam Zada.

[Music] [Music] [Music] so we're going to jump into our first session uh which is going to be um a session by uh no I'm uh T from Tik Tok it's actually a keynote session uh we're going to be uh looking at a new era for mobile gaming so may I invite Noom to the stage please

yeah I do look much younger hi everyone so my name is n Zada and I'm leading mobile gaming U marketing uh for Tik Tok I'm actually um I until a week ago I led uh only em but I got I think a new role now so I'm leading all the global efforts for Tik Tok gaming and it's really really uh nice being with you as you can see I have ADHD so this is why I'm looking to the side all the time and um just to make sure that everyone are comfortable so great meeting you and today we're actually going to talk to you about elevating engagement and what does it actually mean uh for your new title lunches okay as we all know and I think most of us are seeing a day by day the gaming industry is rapidly growing and not only that the mobile industry is growing day by day we're seeing more titles getting lunch with seeing more

gaming companies and gaming Publishers and we're seeing actually how it's like becoming this huge SE full of new games and new initiatives but not only that when we look at the numbers we're seeing that today there's more than it's so funny a lot of people came to my party I love it okay uh we see it also the fact that there are more than one million games today on the App Store and when we see it in that way we understand that the competition is getting bigger more games more noise and and then when you come to think about that you see the numbers of people who are going to be potential Gamers I assume that most of you are holding a smartphone right taking my pictures thank you I hope that my makeup looks good um but how we see the progress worldwide is that more people have smartphones therefore they are becoming there's more potential for them to become a mobile gamer because everyone can download a game today and

become morile gamer therefore the potential I think I'm the best party in town guys okay and there therefore the potential of becoming a gamer is getting big day by day with more out of four one out of four I will let you go inside so we understand that the potential is used but we also understand that the competition is actually getting more and more challenging it's challenging because you need to capture their um their you need to capture the audience you need to make sure that people want to play with your game that they're scaling that and not only that we also see a new challenge in user acquisition we know the changes in ATT in AOS that has had an an let's say had broken the way we thought until today about user acquisition and therefore it means for us as marketeer to think outside of of the Box because the

challenge and competition will get much much much much much much harder and that's why I want to talk to you today about engagement and actually when we're looking at engagement a lot of time we're talking about VTR CPR Ross Etc but actually we're looking at engagement from a different point of view engagement is actually success why is it success because engagement worth time and money and this time and money for our resources and our abilities is something really important engagement is the way for us as marketeer to connect with our audience to capture our audience and to capture the community that's on our potential audience and in order to valuate that we're knowing that engagement with games is more than just playing and what do I mean by saying that today gamers are not only playing a

game they're also socializing around that we see it in different forums that people are talking about games we're seeing in posts on social that people are posting on their favorite game maybe doing sometime cosplay Etc and we're seeing also in Tik Tok that people are not only commenting and res sharing they're also recreating content about gaming things that we do not need to take as something that is simple because when you're creating a Content this is a high level of Engagement this is the higher level that we can think of and when you come to think about it it's like it's like ambassadors okay and why do I mention that because gaming is becoming a major cultural Force we're seeing how gaming is shifting into different worlds of entertainment and I will give a few examples how many people here have read Harry Potter that's it and we're in Britain okay okay so as you all know har reporter has become a game and it was

released um I think awarts Legacy was released approximately a year ago so we see how it shifted from being a book to a movie to a game another example how many of you watched uh the L of us how many of you are still eating mushrooms okay good okay so the last of us is another great example of how a game actually become a TV series that effective people and affected culture and we have like tons of example like Super Mario and Pokemon Etc and one of the example which I love which I think is part of culture and I think that we have like we're a very diverse audience but Barbie how many of you know Barbie okay I'm not going to ask how many of you played Barbie when they were a child because this is something that everyone remembers or doesn't want to remember like me but anyway Barbie is an example of a movie um that was launch uh I think a few a few few months ago and

there's a company oh I forgot their name I'm sorry that utilized uh uh yeah I think I have a blackout anyway one of the options for the company to promote um to promote the game was doing it through a g through sorry to promote the movie was doing it through a game okay so we're seeing how it comes to life in different ways in different aspect and and and it's affecting us there by day so not only that that we're seeing that gaming is becoming a major cultureal Force we're also seen the Tik Tok as we all know is a cultural B matter today on Tik Tok we see what we can wear and we see what we should eat or recipes Etc and usually we will hear on Tik Tok a song that will become in a few weeks a number one eat on the radio so we were seeing how Tik Tok is actually affecting culture and culture is happening in Tik Tok and coming to life in our dayto days so I think you're understanding the symbiotic that I'm talking about about and where do I'm

going to get with that gaming culture today is happening on Tik Tok we're seeing it by numbers we're seeing it by content and we're also seeing it by different hashtags that we have on the platform for just for the numbers more than one billion monthly active users which I'll let you take this photo which 82 of them are saying that they're playing once a week okay I'll give you a second to do the calculation and to come up with the final number but this is something really big that is happening currently on the platform and not only that we're seeing it coming to life with different aspect of content content of gaming being connected to music to food to cosplay Etc when we move forward and we're talking about engagement is it Beyond just gameplay we see numbers of more than two three trillion annual views of video game content and the video game content is diverse I know the number is horrific uh and and and the video games numbers are like becoming

bigger and bigger day by day so we understand that we need to leverage the engagement and to tap into Trend forces so I'll give a SM short background on what trend forces are Trend forces are part of a research made by Tik Tok that our goal was to understand how Trends are coming to life online and on the platform and how we can leverage and tap into these Trends in order to scale content and uh and content for gaming Industries one of the example that we want to share with you is divided to Trend forces into three pillars one signal one is actionable entertainment signal two is making space for joy and Signal tree is community that builds ideals and you probably have a huge question mark right now so I'll walk you through with an overview and of course after I'll finish the keynote if anyone wants to reach out to me and has any question please feel free so let's talk about actionable

entertainment think about yourself and think about the potential entertainment consumer this potential entertainment consumer when he watches um any Entertainment form is being mostly passive he's watching a TV watching a video Etc he's playing a game but there's another action that people can take of engaging with specific um gaming characters and I want to show with you an example and I we'll elaborate [Music] more okay so this is an example that we can see a a genin impact uh um character that is being engaged with different creators on the the platform and this is

an AR filter that was used more than 11 million times on that platform and this specific video if I remember correctly got more than 200 million views so in this video we're seeing a DJ okay interacting with a specific character from a game and not only that this activity actually scaled and it doesn't stayed within Tik Tok like you know what happens in Tik Tok doesn't stay in Tik Tok not the same as in Vegas it's completely different ways okay so this actually generated tons of PR about that about this specific AR filter and created a conversation in PR in forums among different um users that actually wanted to engage with this game another uh example is making space for joy and it's from winning to welcoming so what's special about that is that when're looking at the game Gaming Community in Tik Tok we know that the

Gaming Community is big but not only the Gaming Community also different niches between the inside sorry The Gaming Community are getting bigger day by day and one of the example it's not Gamers it's Gamers moms there's a conversation of a community of of mods of people who are Gamers think about that and when I first saw it as a marketeer that didn't always um worked in gaming I saw that and I said oh my God this is a huge potential that we need to think about and one of the things that we're seeing is that how Niche communities within the gaming industry are developing on the platform and not only that they are finding it as a space to share inside humor inside jokes and to talk about their experience you got me there but that is not a crime okay so we're seeing audience within an audience that is creating a community and we can engage with this community another

example which I really really like how many here have played Roblox okay um so as you know I'll Roblox um is a game that has been live for years and people really like to be engaged with it and play with it and one of the things that uh happened and I'll show you the video is um one of the creators on Tik Tok uh really like to play Roblox but one of the things that you found missing is diverse that she wanted to see herself represented more in the game therefore she posted this video on Tik [Music] Tok so what Roblox did when they saw that they just they didn't only engage with her they didn't only um thought about reposting this video

they also took her advice and put it in the game so when you come to think about it Tik Tok Community is not only helping you promote your game your new title launch and scale they're also helping you to create your your product and game to be better to be more connected to the community and this is how they actually had someone that was supporting their G the Roblox and the community so this is another great example basically my favorite one and the third signal is community build ideals what does it mean today we're seeing how gaming is becoming a lifestyle we're seeing how gaming is coming to life with merchandise movies sometime music and sometimes even food but part of the things that we're seeing is gaming becoming also part of an aesthetic we're seeing it how it's becoming part that affects the most important place for us maybe for me but I think it's for us our

habitat our home we're seeing gaming coming to life in different forms of rooms study rooms living rooms and how it's effec so in this video we see it flow okay we're seeing how our gamer actually took his entire apartment and brought his lifestyle and his hobby to his apartment which the first thing that I asked when I saw that I wonder if he's single or his partner is really a nice partner that is really like yeah I'm well with your hobbies and stuff so this is another example and we cannot take this for granted because in the end gaming is stepping into our everyday life and it's happening day by day on Tik Tok you can go to the hashtag that I just mentioned and you can explore them and see the potential and why do I mention this and why is it so important

because when we need to think a little bit outside of the box when we're working on our marketing effort we need to think in a less traditional way and we need to understand that our way to engage and connect with our potential audience today is completely different we need to be authentic we need to understand what they're talking about what they care about and how do I can can I connect that and this is an opportunity for Brands to harvest it and be part of this huge Trend wave and join that so when we come to think about that we need to see how we're embracing these Trends we're following these Trends online and like in real-time marketing we're tapping into it in real time in an authentic way being part of the conversation and utilizing these trends for our benefit and for our new title lunches another thing that we need to take into consideration which is really

important and we've seen the effect of it in Tik Tok is community engagement the community on Tik Tok have massive power to affect and scale new title launches we saw that with tons of examples like per dot when the lunches the new T lunch a year ago and we saw the effectivity of the community there and another thing that we always need to consider the promotion strategy like all of us in user acquisition are doing optimiz ation we know that we can't go on with the same path all the time we need to think about different strategy we need to think about how we scale differently and how we bringing the right impact especially when it comes to ANL that was it for me and I will just say the blackout that I had before regarding the Barbie movie and the collaboration with stumble guys so it came back to me later on thank you so much for listening to me I hope that it was interesting and we'll move forward with a panel that we have today that is how Tik Tok strategies for new title

lunches that they can elaborate more and give some example um thank you so much [Applause] guys