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So far, monetization of ByteDance’s gaming properties has been primarily ad-driven, and the company is leveraging behavioral learning techniques, similar to those deployed for TikTok, to drive advertising engagement up. ByteDance’s advantage in the mobile gaming space is likely to be the huge teenage audience that it has cultivated through TikTok. In that way, it closely mirrors its biggest domestic rival in the gaming space, Tencent, which leveraged an audience of highly engaged young users to launch itself into gaming a decade ago. As ByteDance adds mobile gaming products to its lineup, it will be able to put those apps directly in front of millions of users. To promote one of its first games, Xiaomei Fights the Landlord, the company reportedly released 1,388 unique videos through Douyin, resulting in 160M views. Get the full report here Internet As in the media space, ByteDance is leveraging its addictive recommendation algorithms and highly engaged audience to expand its reach in the internet space — whether it’s serving up personalized headlines via the news aggregation app Toutiao, or influencing people’s purchasing decisions through e-commerce. News ByteDance may be most well-known for TikTok, but it wasn’t the company’s first area of focus. News aggregation app Jinri Toutiao (translation: “Today’s Headlines”) launched in August 2012. Toutiao employs no editors or writers of its own, but instead leverages ByteDance’s recommendation algorithms to curate externally-provided content that it thinks users will be interested in. The result is a hyper-personalized service that offers users stories based on how compelling they’re likely to find them based on past behavior. Within its first 5 years of operation, Toutiao grew into one of the most-viewed news services globally with over 120M daily users. ByteDance has released or invested in similar news aggregator apps in other countries as part of its bid to expand globally — TopBuzz in the US, Dailyhunt in India, BaBe in Indonesia, News Republic in Europe — but none have grown to the same scale as Toutiao. Search 9/17PDF Image | How TikTok’s Owner Became The World’s Most Valuable Unicorn
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