TikTok has launched Mini Dramas and Mini Games, new on-platform experiences allowing users to discover, watch, play, and purchase content without leaving the app.

In a statement on Thursday, TikTok said the debut of the two new tools was part of a series of product innovations unveiled at the TikTok Apps Summit 2026 in Singapore. Publishers and developers can now launch mini-dramas and mini-games in approximately one month from registration. TikTok also introduced Growth Max, an automated ad performance solution designed to scale these formats across the full marketing funnel.

According to Sensor Tower, short dramas recorded 2.26 billion global downloads in 2025, with downloads up 140 percent year-on-year in the first quarter of 2026. Southeast Asia accounted for 32 percent of all global downloads and recorded 220 percent year-on-year growth, with users in the region spending nearly 40 minutes daily on the format.

Meanwhile, the global gaming market is projected to reach approximately $350 billion by 2030, according to Boston Consulting Group.

On the creative side, ByteDance’s next-generation AI video model, Dreamina Seedance 2.0, has been integrated into TikTok Symphony, the platform’s suite of creative AI tools. TikTok also now features a new Reference to Video feature that allows advertisers to specify exact images and products at particular moments in AI-generated videos.

Besides, TikTok introduced the TikTok Ads Model Context Protocol Server, an interface allowing developers and advertisers to build AI agents directly on top of the TikTok Ads ecosystem. The tool is complemented by TikTok Ads Skills, a set of building blocks for automating campaign creation, performance insights, and budget optimization.

Yuke Hu, General Manager of Global Business Solutions for Southeast Asia and Japan at TikTok, said the app industry is entering a new phase of growth as AI lowers development barriers, and that TikTok aims to help businesses connect discovery, engagement, and monetization through platform-native experiences.

Data from TikTok showed publishers scaling beyond Southeast Asia achieved twice the year-on-year revenue growth of those focused solely on the region between April 2025 and April 2026.

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