By Alexander Lee – January 2, 2025 –
In June 2024, the mobile video game designer HOMA released “Clean It,” a casual video game motivated by the #CleanTok TikTok pattern– and the video game ended up being a viral hit.
The video game launch, the outcome of a partnership in between HOMA and TikTok, is the most recent example of the TikTok's deliberate quote to court video game publishers onto its platform.
“Clean It” was not the very first TikTok-inspired video game to be released by HOMA, whose most popular titles consist of mobile video games such as “Merge Master” and “Aquarium Land.” For several years, the designer has actually produced casual video games by integrating popular video game categories with pertinent TikTok patterns.
“Trends like this take place naturally due to the fact that TikTok is basically sustained by neighborhood involvement. Players on TikTok aren't a passive audience: they are engaged co-creators that drive substantial effect and continual attention for brand-new title launches and IP like “Clean It,” stated TikTok head of service marketing, worldwide video gaming, Annie Arsane. “Our research study reveals that 41 percent of players on TikTok concur TikTok has actually motivated them to produce their own videos about their preferred video games.”
When it comes to “Clean It,” HOMA combined the #CleanTok pattern, which highlights videos of developers spick-and-span unclean areas, with the popular “idle game” video game category– and the mix appears to have actually taken hold with mobile players and TikTok users alike, gathering over 2.5 million installs in its very first 6 months.
“We have extremely various curves of development, in regards to varieties of installs, when a video game is being released. In some cases, it's truly rapid,” stated HOMA co-founder and chief income officer Olivier Le Bas. “In the case of ‘Clean It,' it was truly rapid, and it was among our leading successes for video games originating from these TikTok patterns.”
In addition to being motivated by a TikTok pattern to produce “Clean It,” HOMA is utilizing the platform as a marketing tool to assist direct fans of #CleanTok towards the video game. The designer has actually released material to the platform promoting the video game and has actually likewise promoted the video game straight on TikTok.
“Clean It” was not the outcome of a direct service collaboration in between TikTok and HOMA. The short-form video platform offered HOMA plenty of help as it established the video game. Throughout the advancement procedure, HOMA agents consulted with their TikTok account agent weekly, getting assistance for organization functions such as item management and marketing.
“We have a Slack channel where we exchange every day, on the project, optimization, financial investment and finest practices,” Le Bas stated.
TikTok is commemorating the success of “Clean It” as a win– and sharing it as a case research study on the business's main site. The collective nature of the video game's launch shows how TikTok is doubling down on methods to work more carefully with video game publishers, especially those in the mobile area. In November 2024,
