Roaming around EGX, one of the largest video game events in the UK held in the Docklands in London, you'll find yourself surrounded by vibrant lights, demonstrations of the newest releases, and an abundance of fancy cosplay.
This year, however, one can expect to spot TikTok logos everywhere.
The firm has become the primary backer of the show, placing a three-year agreement to aid it.
It's no surprise that TikTok is looking to increase its presence in the gaming market - the platform is quickly becoming a major player in this sector, along with music and movies.
Gaming content was viewed a total of 3 trillion times last year, based on the statistics.
The landscape of video game content is overcrowded, with YouTube and Twitch remaining dominant; however, there have been some significant users that have shifted to competitors such as Kick.
Sophie, or Cadaea as she is known to her over 500,000 followers, has stated that she has been able to increase her audience's size thanks to TikTok.
After toiling for a span of eight years to generate an audience on Twitch, she began sharing updates and perspectives on video games on TikTok.
Sophie opines that the discoverability on Twitch is not ideal, and observes that the competitive platform is heavily populated with well-known streamers such as Ninja and Pokimane.
She attributes her increased following to TikTok, and it is going well for her.
Sophie states that she gave up her job in investment banking early this year to take up content creation, which is a major change in her life as her parents would agree.
Nevertheless, the funds are available.
Despite having over three billion downloads, not all users of the app can become celebrated stars. There is still disagreement over the amount of money that TikTok influencers make.
The app recently altered its payment structure, and some content makers have stated that the revenu
At EGX, Dorrani, better known as 100PercentCrit, informed Newsbeat that in addition to what may be obtained from brand deals, other social media apps also provide further income potential.
He states that there are career opportunities in the area of content creation.
You'd be astonished at the amount of money that can be made. However, it's not necessarily from the source that people probably imagine.
Rollo Goldstaub, the UK head of gaming and sports at TikTok, has notified Newsbeat that the app is "developing into a more influential factor in the way games are uncovered".
He believes that the app can provide smaller developers with an opportunity to become well-known.
The creators of Billie Bust Up – a vivid musical platformer – experienced an influx of popularity on For You Pages due to the boosting from the app's algorithm.
The team responsible for the game announced that their Kickstarter crowdfunder to fund the project achieved its goal within 48 hours due to the sudden surge in interest.
Ash, one of the creators of Billie Bust Up, remarks that it was a tremendous surprise. He is at EGX exhibiting a demonstration of the game.
The large level of interest is both an encouragement and an aid to progress.
Rollo states that TikTok is aiding indie developers in expanding their user base through stories such as this.
The competition is now much more even. Low requirements are needed to join; all you need is a telephone and Wi-Fi.
Nevertheless, large corporations can still promote their products by paying to boost their content using traditional strategies.
It isn't exclusive to TikTok; large developers like Activision Blizzard have used it for their new products on the major social media platforms.
TikTok's logo has been featured in more places than just gaming conventions in 2020, including UFC, the Women's Rugby Six Nations and Burnley FC's women's team.
Negative publicity and criticism often surround the Chinese-owned app, and some US politicians have discussed prohibiting it.
Could supporting some of our favourite hobbies and sports be a way to generate affirmative connections in the people who practice them regularly?
Rollo is adamant that that isn't the situation and TikTok desires to be a "companion to games".
As apps are continuously incorporating features provided by other social media apps in order to make users stay on their platforms for an extended period of time, is TikTok looking to mimic Netflix and begin developing its own games?
Rollo states that there are no plans in place, yet he concedes that the firm routinely evaluates new features.
Tune in to Newsbeat at 12:45 and 17:45 on weekdays, or catch up here.
Comments