By Sam Bradley

Gaming is popular on short-form video platform TikTok, but the company wants to make itself a home for esports, too. We look at how its new partnership with Fifa 21 esports team Tundra can help it score.

In recent months, TikTok’s been boasting to potential advertisers about its status as the place where culture begins, touting the potential for brands (such as Ocean Spray) not only to go viral on the platform but to be part of the wider internet zeitgeist. While its users love gaming content, esports creators have largely stayed on established platforms like Discord, Twitch Read full story ›

Source: The Drum