Last month, we broke down why gaming IP has risen to the top of traditional entertainment, but its growth isn’t limited to the big screen. Gaming’s surge in mainstream popularity during the COVID-19 pandemic led to more and more “everyday” consumers engaging with the IP, both on and off gaming consoles. Social media – and TikTok in particular – has transformed into a mecca for streamers, game developers, and more to not only connect on a deeper level with their communities, but also to drive discoverability.