More initiatives of the Hamburg Kreativ Gesellschaft
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More initiatives of the Hamburg Kreativ Gesellschaft

The Rise of #cozygames on TikTok

For many above the age of 20, TikTok might as well still be called musical.ly and mainly feature dance challenges for teens. But with one billion users it has since then become a very exciting platform with unique trends that are amplified by TikTok’s algorithm. Luckily, that algorithm is pretty capable and made us stumble across the hashtag #cozygames.

Videos under this hashtag are made mostly by young, female creators and follow a similar pattern: The creator films their laptop, PC or Nintendo Switch, which shows a trailer or some gameplay. Combined with a very warm filter, some decoration and candles, music added in-app (lo-fi versions of the Fairy Fountain song from The Legend of Zelda are especially popular at the moment) and a soft-spoken voice-over. Thus, a very short but on-point review is created.

These videos are constantly gaining in popularity, the hashtag rose from 18.3m views in June to 83.2 million views in November. One of the most popular creators is @leandria (3,7 Million Likes, 107k Followers). Her best performing video is on the upcoming game Stray, which gathered more than 5m views at this point. 


It's quite common for #cozygame videos to be about unreleased games, there is a fair amount of them that only show the trailer and a summary of the game. This might be the case because many creators have to post multiple videos a day. On TikTok, users are greeted by a For You Page, which shows the content the algorithm assumes the user wants to see, but not necessarily what they have subscribed to. Creators have to combat the fact that only a percentage of their followers will get to see their content by putting out more content on TikTok than on many other platforms, so in the #CozyGame corner they cast a wide net for games that fit their aesthetic and mood and are willing to look into small and upcoming releases.

This might be a great opportunity for indie games that fit into this niche to create a buzz before the release of their projects. Since creating a video on TikTok is much more accessible than on other platforms, collaborating with creators or being discovered by them requires less effort for both sides, but at the same time has the potential to reach a huge audience via the For You Page. 


We were delighted to see that some gems from Hamburg based studios have already found their way into the #cozygames, such as XEL by Tiny Roar and mooneye studios first game as a publisher, Haven Park. We’re definitely keeping an eye on this wholesome hashtag!

If you would like to know more about this trend, check out this interview with its pioneer Kennedy.     

News

Road to Polaris: Apply until September 29

Polaris 2022 is coming up on October 28 - 30 with a three-day program and numerous key players and artists from the fields of gaming, e-sports, cosplay, and content creation. Gamecity Hamburg provides free physical booth packages for Hamburg-based studios, publishers, teams, and devs. Apply until September 29!

New round for school internship in Hamburg-based games companies in January 2023

During the "School Internship Games" in January 2023, 9th grade school students will learn more about job prospects in the games industry in Hamburg. They get insights into the games industry at the three Hamburg-based companies InnoGames, Goodgame Studios, and FISHLABS, as well as at the Hamburg University of Applied Sciences (HAW Hamburg).

Heart of Muriet: Kickstarter campaign online

Update: Cratr.games has already managed to secure an alternative financing within days after starting the Kickstarter campaign and therefore stopped the campaign already. Congratulations to Cratr.games on securing funding for the further development of their game! The demo for Heart of Muriet continues to be available on Steam.

Recap: Road to gamescom 2022

In 2022, the world's largest video games trade fair, gamescom, returned to Cologne under the theme "The Heart of Pop Culture." With our support program "Road to gamescom," Gamecity Hamburg enabled six indie studios from Hamburg to present their games at the Gamecity Hamburg booth at the beloved Indie Arena Booth. 

How to: Make the most of gamescom 2022

2022 brings back the first on-site gamescom in two years. For some new members of the industry this might be their very first visit at the biggest German gaming convention and one of the most important games events worldwide, while others might appreciate a quick refresher on what's going on at gamescom. It's big, it's crazy and it's a lot of fun! Let's take a look at how you can make the most of it as a business visitor.

Photo by Suzan Azakli

Display 2022 - Let's Take a Look

At the event Display 2022, the students from the Games Master at HAW Hamburg presented the games they have been working on for the past three semesters. We were impressed by the creativity and skill showcased by the teams and want to share a glimpse of these projects with you.

Guides to the Games Industry: Interview with Khai Trung Le from PocketGamer.biz

It’s time to bring another games business outlet in the spotlight! As part of our short article series on games B2B media, we are portraying major B2B outlets that are essential readings in the industry. Next up is PocketGamer.biz with their editor Khai Trung Le, who gives valuable insight into the mobile games business.

Hamburg at gamescom 22: Six Hamburg Indies at the Indie Arena Booth & more

The gamescom is finally back as a live event again! Of course we'll be there, too. Six indie developers from Hamburg will present their games at our booth at the Indie Arena Booth as part of the gamescom 2022 through our "Road to gamescom" program and numerous other companies from Hamburg will be at gamescom 22 as well.

Photo by Jenny Ueberberg on Unsplash

Influencer Guide Part Two: 8 Tips to Make Influencers Fall in Love With Your Game

Influencers can be an enormous help for developers and put your game on the map. With the tight connection to their community, they can turn a game into a hit. That’s why we are taking a closer look at the influencer scene in gaming in this series. This time we’ve compiled a short guide on how to get influencers on-board for your game.

Hamburg-based studio Tiny Roar releases XEL

Hamburg-based indie game studio Tiny Roar releases their sci-fi action-adventure XEL on July 12.

Games Lift 2022: These are the five teams

​​​​​​​Five teams have convinced the Games Lift awarding committee of the promising potential of their games projects with their pitch. They will start on September 12 with a three-month workshop and mentoring program with international industry experts, 15,000 euros in financial support and places in a Hamburg co-working space. Congratulation to all teams, and we are very much looking forward to seeing your projects evolve!

Photo: Selim Sudheimer

Games Internship: Insights into Hamburg's Games Studios

We accompanied the 20 students participating in this year's 3-week school internship and saw what they had already learned and worked on during the past weeks. This time we stopped by at their first day at Deep Silver FISHLABS and got a great lesson on game design.

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