WHAT IS TIK TOK DOING IN ESPORTS?

TikTok to become the principal partner of esports team Tundra

  • Chinese short-form video platform TikTok has continued its expansion into the esports industry by signing up because of the new principal partner of London-based esports organization Tundra.
  • TikTok, which is best known for dancing videos that go viral among teenagers, made its bow within the world of competitive, organized video gaming this year with the TikTok Cup, a web collegiate esports tournament with a $60,000 prize pool.
  • As a part of the new partnership, which comes in line with the discharge of the favored computer game FIFA 21, TikTok is going to be displayed on the front of Tundra’s new jersey.
  • “FIFA has over 3.3 billion views on TikTok so far. The appetite for esports, and particularly FIFA content is already proven, therefore the partnership may be a natural fit,” said Michael Munro, co-founder of Tundra.
  • Launched in 2019, Tundra’s roster includes 2018 FIFA eWorld Cup Champion Musaed “Msdossary” Al-Dossary, who has quite 945,000 followers on social media.
  • “Esports has found a natural home on TikTok, with gaming content already proving to be hugely popular in our community,” said TikTok Europe’s Head of brand name and Partnerships Marketing Jana Ulaite. “We can’t wait to ascertain what team Tundra has a future for us for FIFA 21.”
  • “FIFA has over 3.3 billion views on TikTok so far. The appetite for esports, and particularly FIFA content is already proven, therefore the partnership may be a natural fit,” said Michael Munro, co-founder of Tundra.
  • Launched in 2019, Tundra’s roster includes 2018 FIFA eWorld Cup Champion Musaed “Msdossary” Al-Dossary, who has quite 945,000 followers on social media.
  • “Esports has found a natural home on TikTok, with gaming content already proving to be hugely popular in our community,” said TikTok Europe’s Head of brand name and Partnerships Marketing Jana Ulaite. “We can’t wait to ascertain what team Tundra has a future for us for FIFA 21.”
  • Tundra has also teamed up with Italian sportswear company Kappa, who will provide the esports organization with their new apparel, including their jersey and tracksuit.
  • “E-sports is extremely much at the forefront of our strategy going forward and that we believe the worldwide appeal of Tundra is extremely much aligned with our own,” Dave Bandell, UK Sales Manager of Kappa said.

How is TikTok Impacting the Esports and Gaming Industry?

  • Esports teams are, by and enormous, global brands without much within the way of a home crowd. This suggests social media is an important tool in attracting new fans; complementing competition results with the brand’s voice and various personalities. Twitter, Instagram, and YouTube are apt platforms for video content, suiting some sorts of storytelling better than others. None quite compare to TikTok though, with a channel-swapping interface that made viral video hits an almost daily occurrence.
  • If you have been exposed to at least one of those videos, but don’t know the background, here are the fundamentals. TikTok may be a video-sharing social networking service owned by Beijing-based ByteDance. Its content offering is made around lip-synced or looped videos, lasting anywhere from three to 60 seconds.
  • The app’s key appeal comes from its use of AI. While the timelines of other social media apps are generated algorithmically, TikTok uniquely analyzes users’ interests and preferences supported how they interact with the content. There’s no homepage interface; only a content feed created by how long a user watches a video.
  • This is different from Facebook, YouTube, and Spotify, where AI is simply a tool that’s a part of the experience. These platforms recommend content, and therefore the user can choose between there, whereas TikTok aggressively dictates what you’ll see. This lack of choice could find yourself becoming the de-facto format of future entertainment platforms.

The first TikTok esports tournament kicks off with Fortnite and League of Legends broadcasts

  • TikTok has teamed up with Collegiate StarLeague for a web esports tournament between college students.
  • Because you are probably wondering how a whole tournament, to not mention live streams, can happen in TikTok, the tournaments are literally being broadcast on Twitch.
  • The first qualifier tournaments happen Saturday, May 9, and can see teams of scholars bully-off in Fortnite and League of Legends. the primary Rocket League and CS: GO qualifier tournaments will happen the subsequent afternoon, Sunday, May 10. Broadcasts are being aired on the CStarLeague Twitch channel at 12 pm PT / 3 pm ET / 8 pm BST.

“TikTok and esports collide within the first-ever TikTok Cup for school gamers! 

  • Represent your school during this free $60,000 prize pool event spanning esports tournaments for all of your favorite games, live-stream broadcasts, and giveaways,” reads the TikTok Cup website.
  • It’s not too late registering for many of the TikTok Cup tournaments. you’ll inspect the entire rules and qualifications here. You would like to be currently enrolled at an accredited US college or university. 
  • You will also get to assemble a team of other students, and you all got to be attending an equivalent college or university. A subsequent round of qualifier tournaments are happening the weekend of May 16 and should 17, and registration for those tournaments exposes May 11 “or when registration for the preceding tournament for an equivalent game title closes.”

TikTok helps solve one of the foremost significant challenges that esports teams (even esports giants like Cloud9, Team Liquid, and G2) all face, which is acquiring new fans. Current platforms leave them fighting for crumbs, as once a lover has picked their favorite team, it’s unlikely for them to flip to a special organization unless a team brings on a selected player or roster.

  • The best example of this was within the LCS in 2018 with Clutch and Golden Guardians both entering the league, as both brands struggled early to determine fanbases. Even with the departure of Immortals, Envy, Dignitas, and Pheonix1 from the space, Clutch and Golden Guardians competed for equivalent LCS fans on Twitter, Youtube, and Instagram, and struggled to face out.
  • Why fight for existing fans on Twitter, Instagram, and Youtube once you can target vanilla fan? TikTok may be a platform that will allow teams to their brand to be shown to a replacement audience of gamers.
  • One of TikTok’s strengths is how the algorithm works when suggesting content to you. The “For You Page” system allows almost anybody to possess a bit of content that goes viral and to get new creators for you to follow. The algorithm is far and away one among my favorites, as is sort of almost like Youtube’s.
  • So why is it important to start out right now? TikTok hasn’t sold bent advertisers yet, so creators get priority. The bar isn’t set high, so you would like to place a tad bit more effort to grow and obtain engagement. Furthermore, the algorithm favors creators with existing platforms (it favors your content if it’s shared on other platforms like Twitter or Reddit). It’s a superb funnel for users to seek out your Instagram and Youtube and generate additional growth and engagement on those platforms.

The most common question we get from brands is:

“What do I post on TikTok?”

For starters, gameplay clips are the best; funny moments, crazy outplays, or generally from your influencers and players. 100Theives has capitalized on this approach, mixing in their content with meme content generated by the gaming community, mirroring what Bleacher Report did on Instagram and Twitter early. At scripting this article, 100T has amassed +93,100 followers, and +1.3 Million likes in only over three months of consistent activity.

Secondly, you’ll upload content that you simply would typically post on to your Instagram stories, like behind the scenes, brand announcements, or updates. Take a glance at TeamLiquid if you’re curious about seeing what that sort of content seems like.

And finally, by recreating trending TikToks for the gaming audience, with Complexity offering great examples for a way to try to do this from an esports angle. They’ve been mixing in their iterations of trending TikToks using their staff members and players.