How TikTok’s Collaboration with HOMA Led to the Viral Success of ‘Clean It’
In June 2024, HOMA, a mobile game developer, launched “Clean It,” a casual game inspired by the #CleanTok trend on TikTok. The game rapidly gained traction, becoming a viral sensation among mobile gamers.
The Power of TikTok-Trends
“Clean It” is not HOMA’s first TikTok-inspired game. The developer has a history of creating casual games that align with popular TikTok trends. Their most successful titles include “Merge Master” and “Aquarium Land.”
Annie Arsane, head of business marketing, global gaming at TikTok, highlighted the collaborative role of TikTok users in driving game success. She stated, “Gamers on TikTok aren’t a passive audience: they are engaged co-creators that drive significant impact and sustained attention for new title launches and IPs like ‘Clean It.'”
Research supports Arsane’s claim, showing that 41 percent of TikTok gamers feel inspired by the platform to create their own game-related videos.
The Success Formula: Trends and Gaming Genres
“Clean It” merges the #CleanTok trend with the idle arcade game genre, a popular choice among mobile gamers. This unique combination proved to be a winning formula, garnering over 2.5 million installs in just six months.
“We have very different curves of progression in terms of installs when launching a game,” said Olivier Le Bas, HOMA’s chief revenue officer. “For ‘Clean It,’ it was really exponential and one of our top successes from these TikTok trends.”
TikTok as a Marketing Tool and Partner
HOMA leveraged TikTok not only as a source of inspiration but also as a promotional platform. The developer published content and promoted “Clean It” directly on TikTok, capitalizing on the engagement of its target audience.
Despite the game not being the result of a direct business partnership, TikTok provided significant support during the development process. Weekly meetings with HOMA’s TikTok account representative ensured continuous assistance in business functions such as product management and marketing.
“We have a Slack channel where we exchange on a daily basis, discussing the campaign, optimization, investment, and best practices,” Le Bas added.
The Future of TikTok and Gaming
TikTok’s success with “Clean It” underscores its strategy to work closely with game publishers. The platform has also posted job listings for a Gaming publisher program manager, indicating its commitment to fostering closer relationships in the mobile gaming space.
“TikTok provides hands-on support, offering strategic campaign reviews, custom creative packages, and programs tailored for live ops and new launches,” Arsane explained. “These initiatives ensure campaigns remain engaging and impactful, driving performance while delivering competitive eCPM rates.”
Uncertainty on the Horizon
The looming ban of TikTok in the United States on January 19, 2025, poses a significant threat to the platform’s growth and its relationship with game publishers. Publishers like HOMA hope for a reprieve to maintain their success on the platform.
Linda Qin, product director of game publisher Pahdo Labs, expressed concern about the potential ban. “Part of the reason we would be very sad to lose TikTok is that I think TikTok, being a newer platform, has an algorithm that I’d consider to be more of a great equalizer,” she said.
The ban could force game publishers to adapt their strategies, potentially focusing on other short-form video platforms like Instagram. Qin mentioned, “We have seen things that are successful on TikTok also be successful on Instagram, so we are interested in pursuing a similar strategy.”
Conclusion
The launch of “Clean It” exemplifies the symbiotic relationship between HOMA and TikTok. The success of the game serves as a case study for how short-form video platforms can drive the growth of mobile games by leveraging trending content and engaged communities. As TikTok’s future remains uncertain, the strategies and successes of this collaboration may serve as valuable lessons for game publishers navigating the digital landscape.
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