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ByteDance emphasizes that user engagement on its upcoming GameTop platform will rely on carefully crafted strategies for attraction, activation, and retention. The company plans to introduce a tiered rewards system featuring levels, points, and medals to encourage player activity. A major focus will also be placed on building user profile models to deliver a personalized gaming experience.
According to Tech Planet, the launch of GameTop is part of ByteDance’s ongoing restructuring of its gaming division, which began in 2024. Under the leadership of Zhang Yunfan, former president of Perfect World, the company shifted from aggressive expansion to a more pragmatic model described as “large-scale publishing with limited in-house development.”
Since Yunfan’s appointment, ByteDance has integrated Moonton Technology, Lightyear, and its user-generated content (UGC) division, focusing on improving operational efficiency and product quality. Several new games — including shooters, card games, and action titles — are currently in development, while Jiangnan Studio and Zero36 Studio are implementing artificial intelligence technologies.
Meanwhile, an existing app named GameTop, developed by Pylon Games, is already available on Google Play, offering over 200 mini-games, social channels, and short video features. It remains unclear whether this app is affiliated with ByteDance’s new platform — a potential source of future trademark disputes.
