Video games are going viral—on TikTok.

Video games are going viral—on TikTok. Ahead of the launch for Before Your Eyes, a game where players physically blink to move from scene to scene, Wholesome Games posted a video about the game on TikTok, and racked up more than one million views in a matter of days—compared to the 65,000 YouTube views and less than 200 retweets about the game’s release on other social platforms. User @nintendostaff posted her reaction to Wholesome Games’ video on TikTok, and views of their video quickly rose to 4.1 million in a few days. The game’s virality caught the attention of YouTube creator PewDiePie who ended up making a video playing Before Your Eyes, which currently has more than seven million views. The lead designer for Before Your Eyes notes their shock over the attention gained from just a few basic TikTok videos created by the public, and says no one on the development team was even on the app at the time. YPulse’s Social Media Deep Dive trend research notes the ways in which TikTok has become a viral content generator, and the app’s prioritization of organic content is something brands shouldn’t be sleeping on. (Vice)