Games Marketing on TikTok | Skill Tree #55
Games Marketing on TikTok | Skill Tree #55
First newsletter of 2024. LFG!
📣 TikTok Ads Have Proven Effective 🔗
Like with every new social media platform, they first have to bootstrap a large user base and mature enough for advertisers to allocate budgets.
TikTok should definitely be part of the channel mix of games nowadays. Advantages:
Strong algorithm which 2x daily engagement time
Short video format means lower production costs for creatives
Robust tools for partnering with creators to increase ad reach. User-generated content can be used for ads via Spark Ads.
Large user base allows to scale ad campaigns. Half of the users watch gaming-related content daily.
Ad performance stats paint a positive impression as well. As the numbers are based on a study commissioned by TikTok, take them with a grain of salt though.
TikTok is 1.7x better for product discovery and users are 1.4x more likely to buy a product they saw compared to other platforms.
🟩 How To Get Users to Opt-In ATT & GDPR Prompts 🔗
Communicate the benefits to users & reduce concerns (personalized ads/offers/experiences, better fraud prevention, keep app free, privacy and security ensured, not selling data, can revoke permission any time). Show info before asking to track their data on the next page.
Timing: Ask for permission during onboarding sequence, with other consent prompts like push notifications, GDPR prompt, etc.
Full-screen > modal (feels like intrusive pop-up)
It’s not allowed to reward users for opting-in
🤖 ZKML and Autonomous Worlds 🔗
As you may have observed on my Twitter, I’ve been nerdsniped by fully onchain games (FOCG) and autonomous worlds (AW), and share occassional alpha about the topic.
One interesting concept is having “Gods” which inhabit the persistent world to create interesting gameplay and social dynamics, shift the meta to keep things fresh, and create economic balance. Players can either interact with the ML model directly or interact with the game world which the ML model reacts to. These are two use cases for ZKML.
Use Cases of ZKML for AW
Model is the game: Players interacting with the ZKML model is the core gameplay loop. Example: User sings → ZKML rates the performance
Digital physics: ZKML creates the world (world state can change over time e.g weather) and its rules that the player acts within. ZKML can also be used to verify whether a player stayed within the ruleset.
Narrative and lore: e.g. ZKML-based NPCs