The Convergence of Gaming and Hollywood: Navigating the Evolving Landscape

The $200 billion video game industry is increasingly blending with Hollywood, and this intersection was the focus of the inaugural Variety Presents: Gaming on TikTok Leadership Summit. Industry leaders, including Neil Druckmann of Naughty Dog and executives from Riot Games, TikTok, and Warner Bros., gathered to discuss the challenges and opportunities in adapting gaming IP for television and film.

Unlocking the Potential of Gaming IP in the Entertainment Landscape

Bridging the Gap Between Interactive and Narrative Experiences

Neil Druckmann, the CEO of Naughty Dog, emphasized the need for creators to understand the fundamental differences between the interactive nature of gaming and the linear storytelling of television and film. He cautioned that directly translating game mechanics to the screen can often feel "off" and "strange," as the interactivity that enhances the gaming experience may not translate seamlessly to a passive viewing format. Druckmann stressed the importance of trusting the differences between these mediums and being willing to let go of certain elements from the game canon in order to craft a cohesive and compelling narrative for the screen.

Navigating the Choppiness of the Gaming Market

The summit also delved into the economic drivers fueling the gaming sector's explosive growth, as well as the challenges posed by the industry's fluctuating revenue streams. Andrew Wallenstein, the president and chief media analyst of Variety Intelligence Platform, discussed how companies capitalized on the surge in gaming during the COVID-19 pandemic and the subsequent consolidation through mergers and acquisitions, such as Activision Blizzard's $69 billion sale to Microsoft. However, this consolidation has also led to layoffs, which have impacted gaming companies just as they have traditional studios and networks.

Harnessing the Power of Social Media and Short-Form Content

The conversation then shifted to the growing influence of social media platforms, particularly TikTok, and the importance of short-form content in the gaming ecosystem. Katherin Downing, the director of platform partnerships at Riot Games, emphasized the versatility of short-form content, which can encompass gameplay moments, highlights, interactive challenges, and user-generated content (UGC). She highlighted the value of providing creators and influencers with the necessary materials to inform the social media content they create around games, as this can foster a sense of community and ownership among the audience.

Leveraging Existing Fandoms and Talent to Drive Engagement

Cameron Curtis, the executive VP of worldwide digital marketing at Warner Bros., discussed the art of using fan passion for selected games and franchises to help launch new content and keep games vibrant during periods of inactivity. He cited the studio's recent experience with the theatrical launch of "Beetlejuice Beetlejuice," where they leveraged the popularity of actress Jenna Ortega's recent role in the Netflix series "Wednesday" to attract a younger female audience to the film.

Embracing the Potential of Live Gaming on TikTok

Shen Gao, TikTok's head of live operations in America, provided insights into the evolution of live gaming on the platform, highlighting the massive scale of creators producing live content and the significant viewership numbers. He emphasized the platform's focus on building out the Western markets for gamers over the past three years.

Maximizing the Return on Creative Investment

Adrienne Lahens, the global head of operations at TikTok creator marketing solutions, discussed the intersection of generative AI and creators, emphasizing the importance of embracing "creative bravery," increasing content volume and variety, and combining organic and paid strategies to maximize the return on creative investment.The Variety Presents: Gaming on TikTok Leadership Summit underscored the growing convergence of the video game industry and Hollywood, as well as the evolving role of social media platforms in shaping the future of gaming content and engagement. As the industry continues to adapt and innovate, these insights offer valuable guidance for navigating the dynamic and ever-changing landscape.