Top TikTok Shop Campaigns Reshaping Marketing for Gaming & eSports Brands

In 2025, esports is more than just a hobby—it's a booming market projected to hit a staggering $4.3 billion in revenue. Combine that with TikTok Shop’s explosive rise, pulling in over $33.2 billion in global sales, and you’ve got the perfect storm for brands to make a big splash.

With live shopping events taking off, especially in markets like the UK, it’s clear that the future of gaming e-commerce is happening in real time.

Now, if you think gamers are only interested in actually playing games, think again. The real action is in how they discover, interact with, and purchase their favorite gaming gear—all while engaging in a community experience.

Box.co.uk proved just that when they launched Hogwarts Legacy with the UK’s first-ever 24-hour shoppable livestream on TikTok Shop, blending gameplay, product promotion, and instant purchases.

Ready to dive into the details? Keep reading to see how this campaign shook things up and what’s next for gaming brands in the live commerce arena.

1. Box.co.uk: How a 24-Hour Livestream Elevated Hogwarts Legacy on TikTok Shop

Box.co.uk’s launch of Hogwarts Legacy on TikTok Shop wasn’t just a game release—it was a landmark moment in the world of gaming e-commerce. By hosting the UK's first-ever 24-hour shoppable livestream, they set a new precedent for interactive, engaging retail experiences.

Here's a breakdown of how they pulled off the campaign:

The Strategic Spell

• Live Shopping Event: Box.co.uk didn’t just drop the game—they created an immersive, 24-hour event that combined live gameplay, direct product promotions, and interactive segments. This wasn’t a passive shopping experience; it was a fully integrated livestream that kept the audience on the edge of their seats while shopping in real-time.
• Platform Mastery: TikTok’s livestreaming tools were used to their fullest. From follower goals to real-time engagement features like stickers, Box.co.uk tapped into the interactive magic of TikTok to drive engagement. It was a case study in how to use social features as more than just add-ons—these tools were the heart of the campaign.
• Product Showcase: Over the course of the 24 hours, 68 different products were featured, with seamless shopping links integrated throughout the livestream. Viewers could instantly purchase products while they were captivated by the gameplay, making impulse buys as easy as waving a wand.
• Community Building: The livestream’s interactive nature fostered a sense of community among viewers. With real-time comments and engagement, Box.co.uk didn’t just sell a product—they created an environment where consumers felt like active participants in the event, building brand loyalty along the way.

@tiktokshop_uk Discover the brand new Hogwarts Legacy game with the @Box.co.uk team as they play the full game to completion during an exclusive 24hr+ LIVE show ⚯⚡️🎮 #TikTokShop #HogwartsLegacy #24hourlive #Gaming #Hogwart #PotterHead ♬ WIZARD'S APPRENTICE(996900) - Scoring Heroes

The Results? Accio Sales!

• 33,000 Viewers: The 24-hour event attracted 33,000 viewers, showcasing the powerful draw of live shopping within the gaming community.
• 215,000 Likes & 9,000 Comments: Engagement numbers were through the roof, with 215,000 likes and 9,000 comments. This wasn’t just passive viewing—this was active, engaged participation.
• 600 New Followers: The campaign helped Box.co.uk gain 600 new followers during the event, turning casual viewers into long-term fans.
• 68 Products Featured: Box.co.uk showcased 68 products across the livestream, each with direct shopping links, proving the value of integrating shopping with live entertainment.

The Final Takeaway

Box.co.uk’s Hogwarts Legacy TikTok Shop campaign shows how gaming brands can innovate by combining entertainment with e-commerce. By leveraging TikTok's livestreaming tools, they crafted an engaging, interactive shopping experience that not only sold products but also strengthened their community.

This campaign isn’t just about selling a game—it’s about creating an immersive brand experience that blurs the lines between entertainment and retail. Box.co.uk has set a new standard for gaming brands on TikTok Shop, showing that the future of retail is live, interactive, and a whole lot of fun.

Looking Ahead

As TikTok Shop continues to grow, brands in the gaming and esports sector can take a page from Box.co.uk’s playbook. If you want to drive engagement, boost sales, and build a loyal community, it’s time to embrace live shopping, interactivity, and a little bit of magic.

2. AFTERSHOCK PC: Powering Up Engagement and Sales with TikTok Shop Livestreams

AFTERSHOCK PC, the Singapore-based gaming powerhouse known for custom-built PCs, knows how to keep gamers on their toes. Established in 2012, the brand made a savvy move by tapping into the TikTok phenomenon, using its livestreaming feature to build a community and boost sales.

With a growing fan base and an interactive approach, AFTERSHOCK PC is leveling up its marketing strategy, proving that gaming hardware can be as engaging as the games themselves.

The Strategic Power-Up

• Interactive Livestreams: AFTERSHOCK PC didn't just showcase its products—they brought the gaming experience to life. By hosting regular livestreams that highlighted PC builds, product launches, and behind-the-scenes content, the brand created a dynamic, real-time shopping experience that let viewers see the magic behind each custom build.
• Engaging Content: The brand kept it fresh by blending informative content with comedic skits. Whether explaining the specs of a new PC or delivering a hilarious, game-themed skit, AFTERSHOCK PC engaged viewers in a way that resonated with both hardcore gamers and casual fans. This dual approach kept their content fun, educational, and shareable.
• Community Engagement: The livestreams were more than just a platform to showcase products; they were a virtual hangout for the gaming community. By encouraging real-time interaction during the streams, AFTERSHOCK PC fostered a sense of belonging among viewers. It wasn’t just about selling products; it was about creating a space where fans could engage, ask questions, and connect with the brand.

@tiktokshop_sg Tune in to the @AFTERSHOCK PC livestream broadcasting live at CEE 2023! Pss enjoy even more savings with up to $95 off vouchers when you purchase them on TikTok Shop! #tiktokshopsg #getwhatyoulove ♬ original sound - TikTok Shop Singapore

The Results? Full Speed Ahead!

• 212K Followers & 3.7M Likes: After implementing their livestream strategy, AFTERSHOCK PC’s TikTok following grew to an impressive 212K followers, with a whopping 3.7 million likes across their videos. Talk about attracting a crowd!
• 62% Increase in Sales Impressions: During the 12.12 sales event, AFTERSHOCK PC saw a 62% spike in product impressions. It’s clear that their livestreams not only entertained but also drove real, measurable sales activity.
• Enhanced Brand Presence: With their consistent presence and engaging content, AFTERSHOCK PC boosted both brand recognition and customer loyalty. Their TikTok audience wasn’t just watching—they were actively engaging, reinforcing their connection with the brand.

The Final Takeaway

AFTERSHOCK PC’s use of TikTok Shop’s livestreaming feature proves that gaming brands can do more than just promote products—they can build a community. By combining engaging, interactive content with real-time product showcases, the brand enhanced its reach and deepened connections with its audience.

This case is a masterclass in how to leverage TikTok’s platform for more than just flashy ads. It’s about creating an experience that speaks to your audience, and AFTERSHOCK PC nailed it. For other brands looking to tap into TikTok’s gaming community, the message is clear: live interaction, humor, and authenticity are the keys to success.

Looking Ahead

As TikTok continues to evolve, gaming brands should look at AFTERSHOCK PC’s approach as a blueprint for leveraging livestreaming to boost engagement and sales. If you’re ready to power up your brand’s TikTok presence, the path to success might just be through a great livestream.

3. HP: Elevating the Spectre x360 with TikTok’s Full-Funnel Magic

HP’s goal was clear—position its Spectre x360 laptop as the go-to choice for AI-powered personal gaming computing in the tech-savvy markets of Thailand and Vietnam. To make this happen, HP didn’t just rely on a one-size-fits-all approach.

Instead, they crafted a full-funnel strategy on TikTok, guiding potential buyers through every stage of the decision-making process, from awareness all the way to purchase. The results? A high-performance campaign that left a lasting impact on brand perception and sales intent.

The Strategic Game Plan

• Awareness: HP kicked things off with a bang by using TikTok’s TopView and Reach & Frequency ads. These formats ensured that their message reached a wide audience, maximizing exposure from the get-go. It was the equivalent of a massive billboard—only way cooler and way more engaging.
• Consideration: Once viewers had seen the campaign, HP didn’t stop there. By using Website Traffic Custom Audiences, the brand re-engaged users who had previously interacted with their content, subtly nudging them down the marketing funnel. Think of it as sending a friendly reminder to someone who’s already shown interest—only this time, the reminder is on their TikTok feed.
• Intent: To encourage users to take the next step, HP deployed Video Shopping Ads. These ads allowed viewers to make purchases directly within TikTok Shop, eliminating the friction between desire and action. It was the retail equivalent of a “buy now” button you can’t ignore.
• Purchase: The final push was to drive transactions on HP’s website using Website Conversions objectives. By optimizing for conversions, HP ensured that every step of the campaign was aimed at turning interest into actual sales.

@hp.vietnam Mở khóa trải nghiệm AI mới với HP Spectre x360 14 và bộ xử lý Intel® Core™ Ultra! #HP #Intel #IntelCoreUltra ♬ original sound Account - HP Việt Nam Official

This strategy was brought to life in collaboration with creative partner Amplify, leveraging TikTok Creative Exchange to select the perfect creators who could speak to the brand’s target audience.

The Results? A Performance Boost Across the Board

Vietnam:

• 16.3% increase in average brand association.
• 2.7x higher View-Through Rate, showcasing increased engagement and content retention.

Thailand:

• 1.7x uplift in purchase intent.
• 2.5x increase in brand favorability.
• 3.1x higher click-through rate, proving that the campaign effectively captured user interest.

These impressive results highlight the power of a full-funnel approach on TikTok Shop, with each stage of the campaign driving real, measurable impact. HP’s Spectre x360 wasn’t just a product—it was a digital experience that resonated with the target audience.

The Final Takeaway

HP’s Spectre x360 campaign on TikTok Shop proves that a well-rounded, strategic approach can elevate a brand’s presence and drive significant results. By leveraging TikTok’s platform in a targeted, stage-specific way, HP was able to shift brand perception, boost purchase intent, and generate real sales.

Whether you’re aiming for awareness or conversions, this case study showcases the power of combining creative content with strategic ad placements on TikTok.

Looking Ahead

As TikTok continues to grow as a powerful e-commerce platform, brands looking to stand out in competitive markets should consider adopting a similar full-funnel strategy. It’s clear that when you meet consumers at each stage of their buying journey, the results speak for themselves.

HP’s campaign is a prime example of how TikTok’s unique ad tools can be harnessed to create a seamless, high-impact marketing experience.

TikTok Shop's Influence on Gaming Communities

TikTok Shop has become a game-changer for the gaming community in 2025, completely redefining how gamers discover, talk about, and buy the products they love.

Around 58% of TikTok users now engage in shopping directly through the platform, and a big chunk of those purchases is driven by gaming content. This trend is especially strong among Gen Z and Millennials, who are quick to click "buy now" after spotting a must-have gaming accessory or in-game item while scrolling through their feeds.

The beauty of TikTok Shop is its seamless integration—gamers can now grab everything from headsets to exclusive merch to in-game items without ever leaving the app. This frictionless experience has created a sales surge, with global projections for TikTok Shop hitting an impressive $33.2 billion by the end of 2025.

But it’s not just about the shopping. TikTok Shop has fostered a dynamic space where gamers can share tips, fan content, and in-game experiences. It’s a place where communities thrive, and brands have a golden opportunity to authentically connect with their audience. Brands like Box.co.uk and AFTERSHOCK PC have already jumped in, using TikTok’s live shopping features to launch products and engage with fans in real-time. The results? A noticeable spike in both engagement and sales.

In short, TikTok Shop has become a key player in the gaming industry, blending entertainment with shopping and offering brands fresh ways to connect with their target audience in an immersive, interactive environment.

Game On: Key Takeaways for Gaming Brands on TikTok Shop

Across these campaigns, one thing is clear: success lies in blending interactive content, real-time engagement, and seamless shopping experiences. As TikTok Shop continues to evolve, gaming brands have a unique opportunity to tap into live commerce, foster community loyalty, and drive sales in innovative ways.

The future? Expect more immersive experiences and higher viewer interaction. Time to level up your strategy—experiment, engage, and make your brand unforgettable!

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.