French Voodoo is exploring a new market for itself. The company has published an analogue of the popular social application TikTok. The novelty is called Voodoo Video: Watch, Discover.
Here, as in the Chinese original, users can create and share original short video content. The developers call the manual selection of videos a key feature of the application.
Why did Voodoo launch an analogue of TikTok?
In short, there are many reasons. They are all connected to each other and come down to one word — traffic.
If expanded, then we would single out two main ones.
1) Launch your own effective tool for draining traffic to the gaming portfolio.
TikTok, with its almost a billion downloads and wild virality among young people, is becoming an increasingly important platform for buying traffic every day. Launching a successful analogue will save you on using someone else’s tools. Moreover, it is not the most convenient. Back in February, the Chinese app didn’t have the ability to target an audience.
Natalia Stepanova, a representative of the analytical service Apptica, which monitors mobile advertising, agrees with this thesis. In conversation with App2Top.ru she noted: “The number of TikTok downloads amounted to 150 million in the last 3 months alone. Instagram Facebook, Instagram, Snapchat) puts it on a par with the largest social networks in terms of sales of advertising traffic.”
2) Voodoo wants to stay in the paradigm of promotion through cross-promotion.
Recall that cross-promotion, according to ironSource co-founder Omer Kaplan, in the niche of hyper—casual games today is giving way to a more traditional model – buying traffic through external channels.
The transition to the traditional model spurs the growth of the hyper-casual games market. But this is a forced strategy for many companies in this niche:
- newcomers to the market simply do not have a network of products for cross-promotion;
- high competition in the segment of hyper-casual games forces market veterans to turn to external channels.
Its own strong platform, with the help of which it will be possible to bring a young casual audience, will become a strong competitive advantage of Voodoo in comparison with other publishers of hyper-casual games.
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It’s too early to say how successful Voodoo Video: Watch, Discover is. Its release has just taken place. As Stepanova notes: “The first downloads went mainly to Arab countries (Saudi Arabia, the Emirates) and the United States.”
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