As Chinese officials determine the fate of TikTok US, Xbox has officially joined TikTok ahead of the November 10 launch of its two new consoles, Xbox Series S and Xbox Series X. Within 24 hours, Xbox racked up 329,000 followers, 736,000 likes and 4 million views between its first two videos.
The brand’s tongue-in-cheek TikTok videos focus on its forthcoming consoles. In the first video, a guy says Xbox needs help figuring out what its first post should be–Xbox Series S or Series X. He then opens his iPhone photo album only to scroll through pictures of a bunch of items that look like, but aren’t, the consoles, including a two-burner stove, a record player and a fridge. He finally finds a video of Xbox Series X and finishes by urging fans to comment and “like for part two,” a trend that’s sweeping TikTok.
The second video calls out notable features of the all-digital Series S console, for example, that it’s the smallest Xbox the brand has ever made, has insanely fast load times, supports up to 120 frames per second (fps), is backwards compatible with thousands of games, and lastly, that, “it’s a little bit cheaper than the Xbox Series X.”
Xbox announced its TikTok account on Instagram Stories, as well as on Twitter with this post:
“Gaming is one of the most viewed verticals on TikTok so it’s a natural fit for Xbox to join the platform. The most important thing for us on TikTok is to be entertaining and authentic, rather than try to do any sort of heavy-handed sales messaging. The channel is designed to embrace the culture of the platform, build a genuine relationship with a new audience and uniquely celebrate gaming as a whole by leveraging a heavily curated voice, tone and content approach,” Erik Schmitt, Ayzenberg creative director tells us.
Xbox’s foray into TikTok comes at a time when interest in video games has spiked during the pandemic and video game brands look for new opportunities to reach TikTok’s fast-growing gaming community.
In January, TikTok teamed up with Epic Games to launch a Fortnite dance challenge, and in May, the app partnered with the Collegiate StarLeague to launch TikTok Cup, an esports tournament for college students.
Today, #gaming on TikTok has 43.6 billion views and #gamer has 20.4 billion views. Not to mention in August, TikTok was the most downloaded non-gaming app globally in August with over 63.3 million installs, according to SensorTower data.
In the past few months, Microsoft has introduced a range of new experiences for fans like the launch of cloud gaming in Xbox Game Pass Ultimate and an updated Microsoft Store on Xbox.
The store was completely rebuilt to make finding and buying new games easier, safer and faster, according to Dametra Johnson-Marletti, corporate vice president, Microsoft Store. Loading in less than two seconds, the store is twice the speed of the previous version and gives you the option to quickly filter and sort games by pressing ‘X’ on your controller. To make the experience family-friendly, Xbox is disabling anonymous logins, filtering content that blocks material above set restrictions and displaying full ratings information on the screen.
Xbox started rolling out the new store to users in September. It’s now available to everyone and will enter Chinese markets later this month.
Xbox recently claimed a larger chunk of the games market when it acquired ZeniMax Media and its game publisher Bethesda Softworks for $7.5 billion.