Why TikTok is a goldmine for mobile game growth: Full-funnel strategies for publishers

Discover why TikTok is the ultimate platform for mobile game growth. Learn full-funnel strategies to boost awareness, acquire new players, and maximize ROAS.

The global mobile gaming market has experienced explosive growth in recent years. Despite the challenges brought by the pandemic, mobile games continue to consolidate their position as one of the most dynamic and profitable sectors in the entertainment industry - and they show no signs of slowing down.

1. Mobile Gaming: The fastest-growing entertainment trend

According to NewZoo’s 2021 market report, mobile games generated more revenue than any other traditional gaming platform, including PC and console. Today, mobile gaming accounts for 52% of the entire global gaming market, contributing more than $90 billion in revenue in 2021 alone. With smartphone penetration rapidly increasing worldwide, mobile gaming is expected to continue expanding on both scale and audience diversity.

Alongside this growth, gamers have also shifted the way they consume content. Beyond gameplay, users now spend significant time watching gaming-related content. In Southeast Asia, views of gaming content have increased by 2.4× every year (TikTok Internal Report, 2022).

2. TikTok: A goldmine for game brands seeking massive new players

TikTok stands at the center of the GAME-tainment trend - where gaming meets entertainment. Content creators on the platform have successfully built loyal fan communities, consistently producing entertaining and relatable gaming content such as:

• Mobile game livestreams

• Gaming community interactions

• Cosplay of popular in-game characters

• Tips, reviews, challenges, and behind-the-scenes content

This content diversity has driven extraordinary growth. In 2021 alone, gaming content views on TikTok surged by 1,440%. NewZoo also reveals that 90% of active gamers on TikTok watch gaming content daily.

For game publishers, this is a massive opportunity. TikTok has become the ideal platform to reach new audiences, engage existing players, and drive long-term game growth.

3. A Full-Funnel Marketing Strategy for Game Brands on TikTok

To acquire new players and retain existing ones, game companies must follow evolving gaming trends and invest in high-quality, fast-moving platforms like TikTok. TikTok offers a wide range of powerful, flexible advertising solutions designed for every stage of the marketing funnel-from awareness to acquisition to monetization.

Pre-Launch: Build awareness and spark curiosity

Two highly effective solutions for creating buzz during pre-launch are Instant Page and Lead Generation.

• Instant Page is an ultra-lightweight landing page that loads 11× faster than a traditional website. Users can watch product videos, explore game features, and click the CTA - all without leaving TikTok. This frictionless experience helps brands deliver information instantly and keep engagement high.

• TikTok’s native Lead Generation tool helps game publishers collect user information (name, email, phone number…) seamlessly within the app. With custom forms and tailored messages for each audience segment, Lead Generation supports pre-registration campaigns and builds a guaranteed pool of potential players before launch.

Launch: Maximize flexibility, boost installs, drive retention

During launch phases, the top priority is to maximize installs and maintain user engagement.

Reach & frequency: Boost reach and familiarity with predictable ad delivery. This tool helps marketers control impressions, frequency, and creative rotation while ensuring ads appear in optimal placements.

Playable Ads: Playable Ads allow brands to offer a mini-game experience directly inside the ad. These interactive creatives introduce gameplay mechanics, spark user curiosity, and significantly enhance conversions.

Campaign Budget Optimization (CBO): CBO automates budget allocation across ad groups to deliver the best possible results at the most efficient cost - ideal for scaling campaigns quickly and sustainably.

Expansion: Optimize Actions and Increase ROI

Once a stable user base is achieved, the focus shifts to deeper in-app engagement and better cost efficiency.

App Event Optimization (AEO): AEO helps advertisers optimize campaigns toward high-value events such as registrations, level completions, or in-app purchases. By focusing on users likely to perform valuable actions, game publishers can reduce CPA and improve overall ROI.

Trigger Points for AEO: These signals help TikTok identify users with high conversion potential, improving event stability and campaign effectiveness.

Retention & Monetization: Sustain Long-Term Growth

Retaining players and increasing lifetime value are crucial for long-term game success.

Value-Based Optimization (VBO): VBO delivers ads to users who are statistically most likely to generate higher in-app revenue. By optimizing for value rather than volume, advertisers can boost ROAS and target segments with the highest spending potential.

High-Quality User Targeting: TikTok’s robust signals allow brands to continually reach users who are willing to spend, enabling sustainable monetization and stronger long-term performance.

TikTok is more than a short-form video platform. It is a powerful growth engine for mobile game publishers. With an enormous gaming community, highly engaged user behavior, and a comprehensive suite of full-funnel advertising tools, TikTok helps game brands:

• Reach massive new audiences

• Spark excitement during pre-launch

• Drive installs and retention

• Maximize revenue through smart optimization

For game companies in Vietnam and across the globe, TikTok truly is a goldmine waiting to be unlocked.