TikTok is testing in-app gaming features in Vietnam as part of a broader strategy to expand into the gaming sector, according to sources familiar with the matter. The social media giant, owned by China's ByteDance, is exploring ways to integrate games into its platform to increase user engagement and advertising revenue.
Vietnam's Tech-Savvy Market ¶
With 70% of its population under 35, Vietnam's young, tech-oriented demographic makes it an attractive market for platforms like TikTok, Facebook, and YouTube. The country's regulatory environment requires gaming content to avoid depictions of gambling, violence, or sexual content, but sources say TikTok's planned games are non-controversial.
Gaming Strategy and Partnerships ¶
TikTok has tested HTML5 games through partnerships with developers like Zynga Inc, though the company declined to confirm specific plans for Vietnam. A representative stated the platform regularly tests new features to enhance user experience.
Users of ByteDance's Douyin, the Chinese version of TikTok, have been able to play games on the platform since 2019. This experience informs TikTok's current approach, which could expand to other Southeast Asian markets as early as 2022. The company's gaming ambitions align with broader industry trends, including Facebook's 2016 launch of Instant Games and Netflix's recent foray into gaming.
TikTok's gaming initiatives could boost advertising revenue, which is projected to exceed $11 billion in 2022, surpassing the combined sales of Twitter and Snap. The platform's tests in Vietnam follow a 2021 image showing the app on a smartphone, highlighting its global reach and evolving features.
