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 so we found the #cozygames.

TikToks with this hashtag are made mostly by young, female creators. They all 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) and a soft-spoken voice-over, 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 Mio 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 is most likely 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

Prototype Funding 2022: 398,000 euros for six projects from Hamburg

In the 2022 funding round of the Gamecity Hamburg Prototype Funding program the awarding committee decided to fund six prototypes for digital games by Hamburg-based devs and studios with a total of 398,000 euros. Congratulations to all recipients - we are already excited to see all projects grow and take up speed!

Games Lift Insights with Cassia Curran on May 24

Join our Games Lift Team and Cassia Curran, Founder and Strategic Advisor at Curran Games Agency, for insights into our Games Lift Incubator program and a workshop about games market analysis for indies on May 24 at 4:30 pm. The event will be held online and in English.

Apply now for Games Lift 2022

From May 9 to June 14, you can apply for our Games Lift Incubator 2022! Take the chance to bring your game ideas and concepts for digital games to the next level!

Successful premiere of Pitch Level Up

At our first new event format "Pitch Level Up" more than 80 participants got some valuable insights and tips from our industry experts on pitching and on optimizing their pitch decks in talks and 1:1 feedback sessions at the Hamburger Ding.

Three Questions to: Unechte Sachen

Unechte Sachen are a young team that met while studying in Darmstadt. Now they are in Hamburg working hard on their VR project "Puppet Play", in which you can create your own little movies and let your imagination run wild. We had the opportunity to do a quick three-question interview with Lukas Hort of Unechte Sachen.

Hamburg-based applike group receives 100 million euros investment

The Hamburg-based company-builder applike receives a major investment from shareholder Bertelsmann. Applike focusses on the mobile app value chain and is, among others, the parent company of the hyper casual studio Sunday.

Road to gamescom 2022: Apply until May 17!

For this year's hybrid gamescom, Gamecity Hamburg once again starts its Road to gamescom program: We offer up to 6 physical and online booth packages at the Indie Arena Booth at gamescom for Hamburg-based studios, publishers, teams, and devs. Apply until May 17!

Bring your Pitch to the Next Level!

Pitching is an integral part of game development - whether you're looking for a publisher, funding or other support for your project! This is why we're launching our new event, the "Pitch Level Up", to help you make the best of your pitch. Join us on May 3 to get expert feedback on your deck and learn more about the art of pitching.

Deep Silver FISHLABS win "Best German Game" Award

The Best German Game comes from Hamburg: Congratulations to Deep Silver FISHLABS for winning the Deutscher Computerspielpreis (German Video Game Award) in the category "Best German Game" for their dark space-shooter "CHORUS" released in December 2021.

Recap: Portfolio Slam #4: Game Art

What an evening! On March 29, three up-and-coming Game Artists presented their portfolios on stage at the Portoflio Slam #4: Game Art. Read our short recap of the event and see a few photos here.

Three Questions to: Octofox Games

The team of Octofox Games consists of five former students of the Games Master at HAW Hamburg who have been working together for a couple of years already. They were among the first teams to receive 80,000 euros through the Prototype Funding Program and have since worked on a prototype for their couch-coop game "Wild Woods". We asked them about their experience.

Hamburg's games industry offers 3-week school internship

On the initiative of the industry association game Hamburg, three games companies are offering a comprehensive three-week internship program for 20 9th grade students at Hamburg schools at the end of June. Applications are possible until April 29!

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