Post by Ngoc Tuan Le

A new Mini Games success story from one of the industry's leaders, TapNation with the support of EUI Gaming & Apps team Vincent Bernardin, is now live on the official TikTok for Business website! 🙌 As one of TikTok for Business' strategic bets in 2026, Mini Games are attracting growing interest from publishers around the world, including Vietnam and South East Asia. So what should publishers keep in mind before entering this space? 1️⃣ Mini Games are a different ecosystem from traditional mobile games. Many publishers still approach Mini Games with the mindset of building hundreds of levels, focusing on long-term retention, LiveOps, and lifetime value, similar to traditional App Store and Google Play titles. Mini Games on TikTok are different. They are designed to become part of users' short-form entertainment journey. Success comes from delivering instant fun and optimizing the experience from Day 0, rather than relying on an endless stream of content to extend the game's lifecycle. 2️⃣ Creative is the growth engine. As Mini Games become easier to build and launch, the barrier to entry continues to fall. Competitive advantage no longer comes solely from gameplay. It comes from the ability to continuously produce creatives that resonate with TikTok users. Don't aim for perfection from day one. Creative velocity matters just as much as creative quality. The more you test, the faster you'll discover concepts that can truly scale. 3️⃣ Testing is the key. Don't limit yourself to hypercasual or puzzle games. User preferences on TikTok evolve rapidly, and a gameplay mechanic that seems too niche today can become tomorrow's trend. The publishers who win won't necessarily be those who get it right the first time - but those who test faster, learn faster, and iterate faster. Continuously experimenting with different gameplay mechanics, art styles, genres, and creative hooks will unlock far more growth opportunities than optimizing a single category alone. I'm looking forward to sharing more Mini Games insights and case studies over the coming weeks. Hopefully they'll provide useful perspectives for publishers preparing for this next wave of growth. 🚀