What gaming content works on TikTok?
By Creative team. Top image: Collage w/ Leonardo.AI
Our research and analysis reveals how to deliver brilliant branded content on TikTok.
Great gaming TikTok content is…
Colorful
Straight into the action
Built on a simple concept
Native
Easily searchable
Authentic: memes from creators, authoritative tone from official channels
Always ensure your content is…
Spectacular, immediately.
Instantly understandable – you’re in a boss fight, pulling off a cool move, or showing off a new weapon.
Communicating a benefit – you’re delivering an exclusive, training viewers to be a better player, taking them deeper into the lore.
Popping off in the comments.
Creators vs official channels
Memes work for amateur creators but can feel tryhard from official channels.
Official channels have a unique authority – new info from them is gospel.
There’s an expectation to see high-level gameplay from both.
Who’s doing it well?
EA Sports FC Official
EA Sports’ secret sauce is unique access to players plus regular updates from the developers. They create content that can’t be found elsewhere.
Content backbone:
Real-world clips
Gameplay clips
Game update trailers
Player interviews
Fortnite Official
Fortnite’s TikTok channel attracts large audiences by positioning itself as the primary news source for new content via trailers that deepen the game lore.
Content backbone:
Cinematic trailers
New cosmetic and emote showcases
Announcement teasers
Learning from competitors' strategies
Influencers can feature, but shouldn’t be leaned on
The top-performing official game channels do not use influencers as a primary content stream.
Make your channel is the best source for updates, teasers, and guides
Fortnite’s official channel can’t compete with the legions of amateur creators posting incredibly high-skill plays, memes, and memorable moments.
But those creators can’t compete with Epic’s trailers, lore keeping, or new gameplay content.
Successful channels exploit their unique advantages.
It’s still the Wild West out there…
There isn’t one proven approach for branded channel success.
The highest performing channels post different content types. That tells us it’s always worth experimenting with new ideas and formats.
But don’t chase trends
The biggest official gaming channels have learned not to jump on short-term trends which make them appear me-too.
This truism reinforces the idea that branded channels shouldn’t try to imitate amateur creators – that’s not what fans want from them.
Dialect’s TikTok gaming content checklist
Hook – Your idea must grab the viewer in the first three seconds
For example:
Gameplay news, updates, trailers, teasers, and reveals
Interviews and vox pops
Guide – Making the viewer a better player
Lore – Deepening the game’s backstory, history, and setting
Viral stunts – IRL activations, CG impact videos, and AR spectacles
Exclusive – Is this content fans can’t get anywhere else?
Concept – Will everyone understand what this video is about within three seconds?
Visually compelling – Make it pop!
Comments – Does it spark a conversation?
Want to know more about what does and doesn’t excite gamers on social media? Drop us a line.
If you would like to discover more about our integrated approach and work together on a project, get in touch.
