Best Practices for Game Ads on TikTok: Tips from Industry Experts

Overview

This article delineates best practices for game advertising on TikTok, underscoring the critical importance of:

These elements are essential for effectively reaching the platform's predominantly young audience. Supporting this framework, we explore successful campaigns and techniques, such as:

Furthermore, the necessity of analytics for optimizing performance is highlighted, all of which significantly enhance player acquisition and community engagement.

Key Highlights:

Introduction

As TikTok continues to dominate the social media landscape, its impact on game advertising is becoming increasingly significant. With over 1 billion active users, particularly among younger audiences, the platform presents a unique opportunity for game developers to connect with potential players through innovative marketing strategies.

Despite recent challenges, including slowed user growth and operational uncertainties, TikTok's engaging content format and community-driven approach provide fertile ground for game promotion.

By leveraging influencer partnerships and understanding the platform's distinct audience dynamics, marketers can effectively navigate this vibrant ecosystem, ensuring their campaigns resonate authentically and drive player acquisition.

As the gaming industry evolves, embracing TikTok's advertising potential is not just an option; it is a necessity for staying relevant and competitive.

The Rise of TikTok in Game Advertising

The platform has solidified its position as a powerhouse in social media, particularly among younger demographics, boasting over 1 billion active users. However, recent reports indicate that the application's user growth has slowed, and a brief shutdown has raised uncertainties about its future operations. Despite these challenges, the platform's innovative algorithm continues to favor engaging and shareable material, making it a prime venue for game ads on TikTok related to gaming.

Recent statistics reveal that users in Chile engage with the platform an average of 397.3 times per month, highlighting its potential for frequent interaction.

The gaming sector has experienced a notable surge in user engagement on the platform, with many players discovering new titles through viral trends and influencer promotions. This change in user behavior underscores the urgent necessity for developers and publishers to adjust their marketing strategies to leverage the platform's extensive reach and dynamic content capabilities. Influencer marketing, particularly through platforms like Twitch and YouTube, has proven effective in attracting players and optimizing lifetime value (LTV) in online gaming.

For instance, TrapPlan's case study on reducing cost per install (CPI) through influencer partnerships illustrates how strategic collaborations can lower acquisition costs while enhancing visibility of the title. Specific strategies utilized by TrapPlan involve creating customized influencer briefs, selecting influencers whose audiences align with the target demographic, and employing data analytics to enhance campaign performance.

In 2022, the online advertising revenue of the platform reached around four billion U.S. dollars, highlighting its effectiveness in monetizing its user base through targeted advertising strategies. According to analyst estimates, the social media platform's revenue worldwide is projected to reach between $20 billion and $26 billion in 2024, further illustrating its financial impact. As the platform continues to evolve, the influence of game ads on TikTok on gaming marketing strategies becomes increasingly evident.

Successful campaigns have demonstrated that utilizing game ads on TikTok, alongside the platform's unique features such as short-form videos and interactive challenges, can significantly enhance visibility and player acquisition.

Looking toward 2025, trends suggest that this platform will remain a vital player in the gaming industry, influencing how titles are marketed and consumed. The platform's ability to foster community engagement and drive viral content presents an unparalleled opportunity for publishers to connect with their audiences in authentic and impactful ways. By embracing TikTok's innovative advertising landscape, particularly with game ads on TikTok, developers can position themselves at the forefront of the industry's marketing evolution.

Moreover, organizations such as TrapPlan oversee all elements of influencer marketing, including key distribution and social media interaction, ensuring that initiatives are executed efficiently and resonate with the intended audience. This comprehensive approach not only drives player acquisition but also enhances overall campaign performance, making TrapPlan a valuable partner in navigating the complexities of modern advertising.

Understanding TikTok's Unique Audience and Engagement

The platform's user base is predominantly composed of Gen Z and Millennials, with a substantial segment aged between 16 and 24. As of 2025, this demographic presents a significant opportunity for marketers in the gaming industry, particularly through game ads on TikTok, as they prefer genuine and relatable material over conventional polished advertisements. eMarketer estimates that the platform boasts 117.9 million monthly active users in the U.S., accounting for 32.9% of the population—its reach is undeniable.

Engagement on this app is largely driven by trends, challenges, and user-generated material. Marketers in the gaming industry must develop game ads on TikTok that feel organic and resonate with the community. Gen Z, in particular, engages with game ads on TikTok by participating in challenges or sharing their play experiences, fostering a sense of community among gamers. This generation values creativity and authenticity, often drawn to material that mirrors their interests and lifestyle.

Successful initiatives aimed at Millennials demonstrate that when brands leverage TikTok's distinctive features—such as game ads on TikTok, music, effects, and interactive elements—they can significantly boost engagement. For instance, TrapPlan has effectively employed these strategies in promotions for popular titles, showcasing how genuine material can enhance player acquisition. A remarkable example is TrapPlan's partnership with Burger King and Call of Duty, where they engaged 141 eager creators to amplify the initiative's reach, resulting in over 1.4 million views and considerable online orders.

This case illustrates the power of game ads on TikTok in enhancing visibility and optimizing ROI through performance-based influencer marketing.

TrapPlan confronts unique challenges in influencer marketing, such as crafting tailored influencer briefs and executing user-generated content campaigns on platforms like Reddit. By identifying suitable channels and engaging with the community, TrapPlan ensures that their strategies resonate with the target audience. However, it is crucial to note that the platform has recently faced challenges, including slowed user growth and operational uncertainties, which could impact its advertising landscape.

Despite these hurdles, the platform's revenue reached between $20 billion and $26 billion in 2024, underscoring its financial significance and potential for marketers in the gaming industry. By understanding these nuances and crafting messages that capture attention while promoting a sense of belonging, marketers can effectively connect with their audience and drive player acquisition.

Exploring TikTok Ad Formats for Game Promotion

TikTok offers a variety of ad formats specifically designed to captivate and engage users, including game ads on TikTok, making it an essential platform for marketing in the gaming industry. Among these, In-Feed Ads, TopView Ads, and Branded Hashtag Challenges stand out as particularly effective options.

Grasping these advertisement formats is essential for marketers seeking to synchronize their strategies with project goals and audience preferences. For instance, TrapPlan's successful campaigns for titles like World of Warships and Crossout demonstrate how strategic partnerships with content creators utilizing these specific ad formats can attract thousands of new players. By effectively utilizing the platform's In-Feed Ads, TopView Ads, and Branded Hashtag Challenges, developers can optimize their return on investment and enhance player acquisition.

As of 2025, statistics reveal that individual US users of the application spend over 25 hours per month on it, a significant increase from previous years. This heightened engagement underscores the platform's potential for game promotion. Furthermore, with 67% of female shoppers on the platform relying on creator recommendations for purchasing decisions, leveraging influencer partnerships can amplify the impact of ad campaigns.

However, it is important to note that the platform has incurred over $500 million in GDPR fines, highlighting the regulatory challenges that may affect advertising strategies.

In summary, choosing the appropriate ad format—whether it be In-Feed Ads for direct engagement, TopView Ads for maximum visibility, or Branded Hashtag Challenges for community involvement—can significantly enhance the effectiveness of marketing strategies for games. As Mark Twain wisely said, "The secret of getting ahead is getting started," emphasizing the importance of taking action in marketing efforts.

Expert Tips for Crafting Engaging Game Ads

To create engaging game ads on TikTok, marketers must emphasize storytelling that resonates with their audience. Engaging narratives not only capture attention but also foster a deeper connection with potential players. Incorporating trending sounds and challenges significantly enhances visibility and engagement, as these elements are integral to the platform's dynamic environment.

Visual allure is crucial; striking visuals combined with clear messaging are vital, especially considering that users frequently scroll quickly through their feeds. Statistics reveal that 90% of ad recall impact occurs within the first six seconds, underscoring the need for immediate engagement. A clear call-to-action is essential, guiding users toward desired actions such as downloading the application or participating in a challenge.

Collaborating with popular TikTok influencers can further amplify reach and credibility. For instance, the mobile game Monopoly Go successfully partnered with creator Natalie Smith to produce In-Feed Video Ads that showcased the game in a relatable, organic format. This approach resonated with viewers, attracting new players and enhancing overall engagement.

At TrapPlan, we tackle unique challenges in influencer marketing by crafting customized influencer briefs and executing large-scale initiatives with hundreds of influencers. Our expertise extends to identifying suitable YouTube channels, executing UGC campaigns on Reddit, and producing community-driven events on platforms like Discord. These strategies can be effectively incorporated into social media advertising to drive player acquisition and engagement.

Best practices for ads in 2025 include regularly updating ad creatives to keep content fresh and relevant, leveraging platform analytics for performance insights, and utilizing scroll-stopping hooks to increase engagement. Examples of effective hooks include starting with a surprising fact about the activity, posing an intriguing question, or showcasing a dramatic gameplay moment. By implementing these strategies, marketers can effectively capitalize on the platform's unique opportunities, ensuring their game ads on TikTok stand out in a competitive landscape.

As Marialuisa Aldeghi, a content strategist and creator, states, "By implementing the above ads optimization strategies, marketers can capitalize on the platform’s unique opportunities.

Leveraging Analytics to Optimize Your TikTok Campaigns

Analytics are indispensable for optimizing game ads on TikTok, particularly within the fast-paced realm of mobile gaming. Marketers must rigorously assess key performance metrics, such as engagement rates, click-through rates, and conversion rates, to evaluate the impact of their advertising initiatives. With TikTok boasting 1.69 billion monthly active users as of 2024, comprehending audience behavior is more vital than ever.

Leveraging the platform's built-in analytics tools equips marketers with critical insights into user preferences and interactions, empowering data-driven decision-making. Conducting A/B testing on various ad creatives and formats is crucial for pinpointing which elements resonate most effectively with the target audience. This iterative approach not only boosts effectiveness but also encourages ongoing refinement of strategies.

For example, during a recent campaign for Crossout, TrapPlan utilized its influencer marketing expertise to scrutinize audience engagement through TikTok analytics. The strategic partnerships formed during this initiative led to substantial player growth and heightened visibility for the title, exemplifying the power of data in achieving successful marketing outcomes. Similarly, TrapPlan's case study with World of Warships demonstrates how exclusive offers from content creators attracted 320 new players, underscoring the effectiveness of influencer marketing in community building and player acquisition.

TrapPlan oversees all facets of influencer marketing, including game key distribution and social media engagement, offering a holistic solution for game developers. This management role is pivotal, ensuring that influencer partnerships align seamlessly with community engagement strategies. Key metrics to focus on include reach, impressions, and engagement rates, as these indicators provide a comprehensive view of performance.

Expert insights indicate that refining TikTok strategies, especially concerning game ads, through meticulous data analysis can enhance return on investment and improve audience targeting. As Anna Mizina, an influencer marketing expert, articulates, "Data analysis is essential for understanding what works and what doesn’t in your campaigns." By prioritizing analytics and A/B testing, developers can hone their advertising strategies, ensuring they effectively capture the attention of potential players in a competitive market.

Avoiding Common Mistakes in TikTok Game Advertising

Frequent errors in game promotion on the platform often stem from a lack of understanding of its unique culture and audience. Many marketers fall into the trap of using overly polished material that feels inauthentic, alienating users who value genuine interactions. Reusing material from other platforms represents another misstep; strategies that work on Instagram or Facebook may fail to resonate with TikTok's vibrant audience.

Moreover, neglecting to engage with users through comments or challenges can significantly hinder community building potential.

A critical aspect of successful social media advertising lies in leveraging trending sounds and hashtags. Ignoring these elements can severely limit a promotion's visibility, as the platform's algorithm favors content that aligns with current trends. Ads that are interactive and encourage user participation not only enhance engagement but also cultivate a sense of community around the game.

For example, KIND Snacks executed a remarkable campaign where 70 influencers, boasting a combined following of nearly 12 million, posted about #kindawesome on the same day. This strategic timing generated considerable buzz and awareness, exemplifying the power of collective engagement in top-of-funnel marketing. Such effective timing and collaboration can amplify a campaign's reach—an essential strategy for publishers to consider when planning their advertisements on the platform.

As we approach 2025, the emphasis on authenticity in ads will only intensify. TikTok generated $707 million in revenues from users worldwide in Q4 2023, highlighting the platform's financial significance and the potential for game ads. Marketers must prioritize crafting content that resonates with the platform's ethos, steering clear of inauthentic portrayals that could provoke backlash.

The evolving influencer marketing landscape is shifting towards genuine relationships and strategic collaborations, making it imperative for brands to adapt.

At TrapPlan, we tackle the unique challenges of creating influencer briefs and launching large-scale initiatives with hundreds of influencers. By identifying suitable YouTube channels through targeted research and audience analysis, and executing UGC campaigns on platforms like Reddit, we enhance game promotion through innovative strategies. Additionally, we organize Discord tournaments to foster community engagement and interaction among players.

Lauren Bullen, a leading figure in creation, underscores the importance of authenticity, asserting that genuine connections are crucial for successful engagement. Furthermore, Jackie advocates for multi-dimensional creation, emphasizing the significance of community and collaboration among creators. The impact of authenticity in social media advertisements, particularly game ads on TikTok, is profound; campaigns that reflect genuine connections with the audience are far more likely to succeed in capturing attention and driving engagement.

Key Takeaways for Successful Game Advertising on TikTok

To excel in game ads on TikTok, marketers must wholeheartedly embrace the platform's vibrant culture by creating authentic and engaging content that resonates with its diverse user base. With individual US users spending over 24 hours monthly on the app, the potential for reach is substantial. Understanding audience demographics is essential; notably, 20.7% of creators on the platform are aged 13 to 17, indicating a youthful audience that values creativity and relatability.

Leveraging the right ad formats is vital for maximizing visibility. TikTok provides various options, including:

Successful initiatives, such as those managed by TrapPlan on platforms like YouTube, Twitch, and Discord for titles like World of Warships and World of Tanks, often showcase content that feels organic rather than overtly promotional, fostering a more genuine connection with viewers.

These initiatives, which engaged over 400 creators, illustrate how authentic material can enhance player acquisition and retention, underscoring the power of strategic collaborations with influencers.

Regular performance analysis is crucial to refine strategies and boost effectiveness. Marketers should monitor key performance indicators and adjust their approaches based on real-time feedback. Subscribers gained through content creators are often highly engaged, particularly those who have purchased the game, and are likely to provide valuable insights for improvement.

TrapPlan's commitment to performance metrics and accountability ensures that initiatives are not only creative but also results-driven. Avoiding common pitfalls, such as neglecting audience involvement or failing to align with current trends, can significantly enhance the initiative's outcomes.

By adhering to these best practices, developers and publishers can effectively leverage the unique environment of TikTok for game ads to engage potential players and expand their gaming communities. TrapPlan's comprehensive solutions for influencer marketing, including game key distribution and social media engagement, align seamlessly with these strategies, ensuring that campaigns maximize player engagement and acquisition. As Tally Moran, a Brand Copywriter, emphasizes, "Master TikTok ad specifications in 2025 with insider tips from top creators who consistently deliver high-performing content," highlighting the importance of understanding platform nuances in TrapPlan's strategies.

Conclusion

Embracing TikTok as a pivotal platform for game advertising is essential for developers seeking to connect with a vast and engaged audience. With over 1 billion active users, particularly among Gen Z and Millennials, TikTok presents unique opportunities to leverage innovative marketing strategies that resonate with this demographic. The platform's dynamic algorithms favor engaging content, making it crucial for marketers to craft authentic narratives that captivate users and foster community engagement.

The successful integration of influencer partnerships and the utilization of TikTok's diverse ad formats—such as In-Feed Ads, TopView Ads, and Branded Hashtag Challenges—can significantly enhance visibility and player acquisition. Marketers must prioritize storytelling and visual appeal, ensuring that their content feels organic and relatable. Additionally, leveraging analytics to optimize campaigns allows for data-driven decision-making, ensuring that strategies evolve in alignment with audience preferences.

As the gaming industry continues to adapt to the digital landscape, understanding TikTok’s unique culture and user engagement patterns becomes increasingly critical. By avoiding common pitfalls and focusing on authenticity and community interaction, game developers can effectively capture the attention of potential players. Ultimately, harnessing TikTok's advertising potential is not just beneficial; it is imperative for staying competitive and relevant in the evolving gaming market.

Frequently Asked Questions

What is the current status of the social media platform's user growth?

The platform has over 1 billion active users, but recent reports indicate that its user growth has slowed, raising uncertainties about its future operations.

How often do users in Chile engage with the platform?

Users in Chile engage with the platform an average of 397.3 times per month.

How has user engagement in the gaming sector changed on the platform?

There has been a notable surge in user engagement within the gaming sector, with players discovering new titles through viral trends and influencer promotions.

What marketing strategies should developers and publishers consider for the platform?

Developers and publishers should adjust their marketing strategies to leverage the platform's extensive reach and dynamic content capabilities, particularly through influencer marketing.

Can you provide an example of effective influencer marketing in gaming?

TrapPlan's case study shows how strategic partnerships can reduce cost per install (CPI) while enhancing visibility. They create customized influencer briefs and select influencers whose audiences align with the target demographic.

What was the online advertising revenue of the platform in 2022?

The online advertising revenue of the platform reached around four billion U.S. dollars in 2022.

What are the projected revenue estimates for the platform in 2024?

The platform's worldwide revenue is projected to reach between $20 billion and $26 billion in 2024.

How can game ads on TikTok enhance marketing strategies in the gaming industry?

Successful campaigns utilizing game ads on TikTok can significantly enhance visibility and player acquisition by leveraging the platform's unique features, such as short-form videos and interactive challenges.

What opportunities does the platform present for marketers targeting Gen Z and Millennials?

The platform's user base is predominantly Gen Z and Millennials, especially those aged 16 to 24, who prefer genuine and relatable content over conventional advertisements.

How has TrapPlan effectively engaged with audiences on TikTok?

TrapPlan has successfully leveraged TikTok's distinctive features in promotions, such as a partnership with Burger King and Call of Duty, which engaged 141 creators and resulted in over 1.4 million views.

What challenges does TrapPlan face in influencer marketing?

TrapPlan faces challenges in crafting tailored influencer briefs and executing user-generated content campaigns on platforms like Reddit, necessitating engagement with the community to resonate with the target audience.

What recent challenges has the platform encountered that could impact its advertising landscape?

The platform has faced slowed user growth and operational uncertainties, which could potentially impact its advertising landscape.