Marvel Snap got caught up in the TikTok ban; so what does this mean for us?

Over the weekend, one of the most significant news stories was the temporary ban of TikTok in the United States, following a congressional act that labeled it a "foreign adversary controlled application." The ban, which went into effect on Sunday, was quickly reversed after President-elect Donald Trump pledged to reinstate the app, and ByteDance promptly brought TikTok back online. However, the same cannot be said for other ByteDance applications.

For instance, Marvel Snap, a popular comic-themed card battler developed by Second Dinner and released under ByteDance's umbrella, was also pulled from service in the US, along with other games like Moonton’s Mobile Legends: Bang Bang. ByteDance's message was clear: accept all of their offerings or none at all. This sudden move left developers like Second Dinner scrambling, as they were seemingly not forewarned about the ban. In response, Second Dinner has been actively managing the fallout on Twitter and has promised to restore Marvel Snap to service as soon as possible.

ByteDance's strategic decision to take TikTok offline and then use the situation to spotlight Trump as a potential savior appears to have been a calculated move to stir public discourse. This maneuver allowed ByteDance to dramatically re-enter the US market, but it also dragged other gaming releases into the political fray, leaving developers to deal with the aftermath. Second Dinner, for example, has offered lucrative free rewards to compensate players for the downtime, hoping to regain access by the time of publishing.

While it's unlikely that Second Dinner will sever ties with ByteDance over this incident, the event has likely shaken their confidence in the partnership. It underscores the apparent priority ByteDance places on its social media ventures over its gaming endeavors.

This is not the first time ByteDance has shown a preference for its social media business over gaming. In 2023, the company laid off hundreds of employees from its gaming division, canceling many projects. Since then, ByteDance has shifted focus towards partnerships rather than developing games in-house, with Marvel Snap being a notable success. However, this breach of trust could make other developers and publishers wary of future collaborations, especially given the potential for political entanglements.

The situation has also affected other stakeholders, such as Disney, which recently saw a surge in relevance with the release of NetEase’s Marvel Rivals and its mobile crossover. ByteDance may have outmaneuvered politicians, but players, developers, and IP holders are unlikely to be as forgiving.

Looking ahead, ByteDance's actions may just be the beginning. Other Chinese gaming giants like Tencent and NetEase could face similar scrutiny. The FTC has already targeted MiHoYo over loot boxes, and this high-profile incident may not deter future political actions against the gaming industry.

The impact of ByteDance's strategy was evident in the reaction to Marvel Snap's removal, which suddenly made many, especially older users, more aware of the political implications for their favorite games. While ByteDance's gamble paid off, it sets a concerning precedent for the future. As gaming becomes increasingly intertwined with political agendas, the stability and enjoyment of these pastimes could be at risk, echoing the old adage about bread and circuses.

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