TikTok is fundamentally fuelled by community participation. Gamers on TikTok aren't a passive audience: they are engaged co-creators that drive significant impact and sustained attention for new title launches and IP like 'Clean It,' said TikTok head of business marketing, global gaming, Annie Arsane. Our research shows that 41 percent of gamers on TikTok agree TikTok has inspired them to create their own videos about their favorite games.
In the case of 'Clean It,' HOMA merged the #CleanTok trend, which highlights videos of creators cleaning and tidying filthy spaces, with the popular 'idle arcade' game genre - and the combination appears to have taken hold with mobile gamers and TikTok users alike, garnering over 2.5 million installs in its first six months.
We have very different curves of progression, in terms of numbers of installs, when a game is being launched. Sometimes, it's really exponential. In the case of 'Clean It,' it was really exponential, and it was one of our top successes for games coming from these TikTok trends,
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