If there's one headline that dominated discussions over the weekend, it was undoubtedly the temporary ban of TikTok in the United States. This action followed a congressional act labeling it as a "foreign adversary controlled application," and the ban was implemented on Sunday. However, the situation quickly reversed when president-elect Donald Trump vowed to restore its service, leading ByteDance to swiftly bring TikTok back online. Yet, not all of ByteDance's applications enjoyed such a swift return.
For instance, Marvel Snap, the popular comic-themed card battler, along with other ByteDance subsidiary releases like Moonton's Mobile Legends: Bang Bang, were also taken offline in the U.S. The message from ByteDance was clear: accept all their offerings or receive none at all. This sudden move left developer Second Dinner scrambling, with no prior warning, as they took to Twitter to manage the fallout. They promised a quick return of Marvel Snap to service, but the incident has sparked significant concerns.
Catch!It's evident that ByteDance's strategy to take TikTok offline and spotlight Trump as its potential savior was a calculated move to stir public discourse. This tactic appears to have succeeded, enabling TikTok's dramatic return to the U.S. market. However, this political maneuvering inadvertently affected other ByteDance gaming titles, leaving developers like Second Dinner to deal with the repercussions. To appease players, Second Dinner has promised lucrative in-game rewards upon Marvel Snap's return.
While this incident is unlikely to prompt Second Dinner to sever ties with ByteDance, it has certainly shaken their confidence. The underlying message seems to be that ByteDance prioritizes its social media empire over its mobile gaming ventures.
Game overThis isn't the first time ByteDance has signaled that gaming takes a backseat to its social media operations. In 2023, the company laid off hundreds from its gaming division, canceling many unlaunched projects. Marvel Snap's success suggested a shift towards partnerships rather than in-house development. However, this breach of trust could make other developers and publishers wary of future collaborations with ByteDance, especially given the potential for political fallout.
Disney, too, must be concerned, especially after the recent boost from NetEase's Marvel Rivals and its crossover collaboration with mobile gaming. ByteDance may have outmaneuvered politicians, but players, developers, and IP holders are likely to be more cautious moving forward.
They think it's all over…The situation with ByteDance may just be the beginning. Other Chinese gaming giants like Tencent and NetEase could be next in line for scrutiny. The FTC has already targeted MiHoYo over loot boxes, and this high-profile incident with ByteDance might not deter future political actions against gaming companies.
The impact on Marvel Snap highlighted a broader issue: when a beloved game becomes a pawn in political games, it can awaken even those indifferent to TikTok. ByteDance's strategy, while effective, sets a troubling precedent. As gaming increasingly becomes subject to political whims, the future could be uncertain for both players and developers caught in the crossfire.
