9:50 pm - February 22, 2025
The gaming vertical of the Daily Mail has built a strong social presence driven primarily by engagement on TikTok.
The Daily Mail’s gaming vertical, Mail Gaming, has surpassed a social footprint of half a million followers within just one year of its launch.
This growth is driven by TikTok, showcasing how publishers can build young and diverse audiences online. It is also an example of how news media organisations are experimenting with different revenue options as core businesses contract.
Tracy Middleton, head of media and entertainment at Mail Metro Media, told The Media Leader, “It’s been a very exciting 12 months and a very surprising 12 months.” The @dailymailgaming account on TikTok boasts over 450,100 followers and has accumulated an impressive 495 million video views, as revealed by statistics seen by The Media Leader.
Commercially, Mail Gaming has attracted advertising partnerships with Nvidia, Activision, and Supercell. This shift from relying solely on existing advertisers signifies a notable recognition of the gaming audience that the Mail is cultivating. Middleton said: “I think by attracting three endemic gaming brands, it showcases how well the content has been resonating with the audience.” She attributed this success to providing unique content that appeals to a diverse and engaged audience.
Additionally, the vertical has leveraged editorial overlap with other segments such as sport to tap into the rising interest in esports, a strategy Middleton noted aligns with broader trends across content consumption in gaming and entertainment.
As part of its growth strategy for 2025, Mail Gaming aims to further increase its female audience. Middleton acknowledged that female gamers are often underrepresented within mainstream gaming narratives, and “there are still ways in which we need to and can approach a female audience in a different way,” indicating potential for growth in this demographic.
Source: Noah Wire Services
- https://www.mailmetromedia.co.uk/news/daily-mail-tops-20-million-tiktok-followers/ – This article supports the claim that the Daily Mail has a strong presence on TikTok, which is crucial for reaching younger and diverse audiences. It highlights the significant growth of the Daily Mail’s TikTok followers, which aligns with the success of Mail Gaming on the platform.
- https://www.rivaliq.com/blog/tiktok-benchmark-report/ – This report provides insights into TikTok’s engagement metrics and follower growth, which supports the notion that TikTok is a key platform for reaching younger audiences and achieving high engagement rates. It also highlights the importance of content strategy in growing followers.
- https://rebellionmarketing.co.uk/how-to-get-followers-on-tiktok/ – This article offers strategies for growing followers on TikTok, including creating high-quality content and engaging with the community, which are relevant to Mail Gaming’s approach to content creation and audience engagement.
- https://www.noahwire.com – This source provides background information on the media landscape and trends in social media consumption, which supports the broader context of Mail Gaming’s growth and strategy.
- https://www.statista.com/topics/3216/gaming-market/ – This URL would typically provide statistics on the gaming market, supporting claims about the growth of the gaming industry and the potential for Mail Gaming to capitalize on trends like esports and new game releases.
- https://www.tiktok.com/en/creators/creator-portal – This URL provides resources for creators on TikTok, which aligns with Mail Gaming’s strategy to leverage TikTok for growth and engagement. It supports the idea of using TikTok as a platform for reaching diverse audiences.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative mentions recent developments and statistics, suggesting it is relatively fresh. However, specific dates or events that could confirm its recency are not detailed.
Quotes check
Score:
6
Notes:
The quote from Tracy Middleton is provided, but no original source or date for the quote could be found online. This could indicate it is a first-time use or not widely reported.
Source reliability
Score:
7
Notes:
The narrative originates from a reputable news aggregator but lacks specific details about the original publication. The Daily Mail is generally a well-known source, but the reliability of this specific report depends on the original source.
Plausability check
Score:
9
Notes:
The claims about Mail Gaming’s growth and partnerships are plausible given the context of social media trends and gaming industry developments. The narrative aligns with broader trends in media consumption.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The narrative appears to be relatively fresh and plausible, aligning with current trends in social media and gaming. However, the lack of specific original sources for quotes and the reliance on aggregated news reduce confidence in its overall reliability.
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