Marvel Snap Impacted by TikTok Ban: What's Next?

If there's one event that dominated the news over the weekend, it was undoubtedly the temporary ban of TikTok in the United States. This ban, long anticipated due to a congressional act labeling TikTok as a "foreign adversary controlled application," finally came into effect on Sunday. However, President-elect Donald Trump swiftly pledged to reinstate the app, and ByteDance promptly restored TikTok's service. Yet, the same swift recovery hasn't been seen across all of ByteDance's applications.

For instance, the popular card game Marvel Snap, along with other titles like Moonton's Mobile Legends: Bang Bang, faced similar bans. ByteDance's message was clear: accept all their offerings or get none. This sudden move seemingly caught developers like Second Dinner, the creators of Marvel Snap, off guard. They've been in damage control mode on Twitter, promising a quick return of their game to service, but the situation has raised some troubling questions.

Catch!It's evident that ByteDance's decision to take TikTok offline and highlight Trump as its potential savior was a calculated move to generate buzz. This strategy paid off, allowing ByteDance to dramatically re-enter the U.S. market. However, this political maneuvering also affected other gaming releases, leaving some developers to pick up the pieces. Second Dinner has promised lucrative free rewards to compensate for the downtime, but it's unlikely they'll abandon their partnership with ByteDance, despite the shaken confidence.

The message seems clear: mobile gaming takes a backseat to ByteDance's primary focus on algorithm-driven social media.

Game overThis isn't the first time ByteDance has prioritized social media over gaming. In 2023, their gaming division underwent massive layoffs, canceling numerous projects. Since then, Marvel Snap suggested a shift towards partnerships rather than in-house development. Yet, this recent breach of trust could make other developers and publishers wary of getting entangled in ByteDance's next political controversy.

Disney, too, must be displeased, especially after the recent success of NetEase's Marvel Rivals, which boosted mobile gaming through a crossover collaboration. ByteDance may have outmaneuvered politicians, but players, developers, and IP-holders are unlikely to be as forgiving.

They think it’s all over…ByteDance's actions 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 dispute might not deter future political attacks on the gaming industry.

As for Marvel Snap, the ban unexpectedly drew attention from those indifferent to TikTok, illustrating ByteDance's successful gambit. Yet, this sets a dangerous precedent. When people's favorite games become pawns in geopolitical battles, it's a reminder of the saying about bread and circuses—a situation that could backfire on all involved parties.