I devoted more than eight hours to TikTok over the weekend.

The reason? I found myself immersed in dozens of the app's fresh mini games, from squeezing blemishes and operating an oil business to styling very hairy women.

Opening TikTok now quickly surfaces promotions for TikTok Minis, a recent feature that blends short dramas with quick games. The bite-sized dramas, often crafted with AI, have gained traction as a format on the platform.

A key appeal of the games is that they run entirely inside the TikTok environment without switching apps.

I became completely absorbed.

The selection includes simulation titles such as constructing homes and ASMR-style challenges, although many share similar mechanics.

One title features a grandmother on a pole where players must clean up before grandpa returns. Others draw from dating mishaps like catfishing, while plenty focus on routine cleaning of feet, ears, and tubs during my extended session.

All the games carry an 18+ rating and come from external developers, much like the third-party suppliers behind TikTok's micro dramas.

These additions support TikTok's move toward becoming a super app that handles shopping, short dramas, and hotel bookings.

The approach mirrors trends in China, where ByteDance's Douyin introduced gaming elements back in 2019.

Other platforms are also exploring games, including LinkedIn, Netflix, and The New York Times, along with recent launches from various media outlets.

Scott Purdy of KPMG US noted that games help drive user engagement in the ongoing competition for attention.

Games deliver entertainment while fueling ad income

The titles stand to generate substantial advertising revenue for TikTok.

Most sessions begin after an in-feed promotion, followed by skippable ads between levels and promotions that grant hints or bonuses.

Developers receive a share of in-game ad earnings, with TikTok retaining the balance, and they can promote titles through the Growth Max program or integrate shopping features.

Industry forecasts from EMARKETER project US mobile game ad spending reaching 8.28 billion dollars this year and climbing to 9.66 billion dollars by 2030.

Frank Albarella at KPMG US observed that the video game ad space has often required leaving the platform to download titles, creating friction.

TikTok keeps everything contained, improving the user journey and lifting engagement that supports stronger ad results.

A split-screen option could enhance this further by letting players continue scrolling videos while gaming.

Albarella suggested such features are likely on the horizon.