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Walk around EGX, the UK's biggest Video GamesContent ='JJ Lin'> show in London's Docklands, and you'll see Bright LightsContent ='JJ Lin'> , demos for the latest games, and plenty of colourful cosplay.

But this year you'll also see Something ElseContent ='JJ Lin'> - Tiktok logos everywhere.

The CompanyContent ='JJ Lin'> is now The ShowContent ='JJ Lin'> 's main sponsor, signing a three-year deal to support it.

It's probably no secret that Tiktok is looking to muscle in on games Content - it's a rapidly growing area for The PlatformContent ='JJ Lin'> , another category it wants to expand into alongside music and films.

According to its own figures, gaming posts racked up More ThanContent ='JJ Lin'> 3 trillion views Last YearContent ='JJ Lin'> .

But Video GamesContent ='JJ Lin'> Content is a crowded field, still ruled by YouTube and live streaming site Twitch, although that's seen some high-profile users move to.

Some creators say they've managed to boost their audience via Tiktok , such as Sophie, known to her 500,000-plus followers as Cadaea.

After struggling to build an audience on Twitch for a " good eight years" she started posting news and views on games on Tiktok .

" The discoverability on Twitch isn't very good, " says Sophie, adding that the competitive platform is dominated by big-name streamers like Ninja and Pokimane.

She believes Tiktok is to thank for her boosted following, and it's going pretty well for her.

" I actually quit my full-time job earlier this year in Investment BankingContent ='JJ Lin'> to pursue Content creation, which is pretty insane if you ask my parents, " says Sophie.

" However, The MoneyContent ='JJ Lin'> is Out ThereContent ='JJ Lin'> . "

On an app with More ThanContent ='JJ Lin'> three billion downloads, not everyone can become a star. And how much money those who make it actually get from Tiktok is a source of debate at The MomentContent ='JJ Lin'> .

The app recently revised its payment programme, and some creators have claimed the amounts received vary massively from video-to-video.

On the EGX show floor, Dorrani, known as 100PercentCrit, tells Newsbeat there's more to be made from brand deals, as with other Social MediaContent ='JJ Lin'> apps.

" There's career paths here in Content creation, " he says.

" You'd be very, very surprised at The MoneyContent ='JJ Lin'> that can be earned. But I don't think it's from The SenseContent ='JJ Lin'> that people would think. "

Tiktok 's UK head of gaming and sports Rollo Goldstaub tells Newsbeat the app is " becoming a more influential part of how games are discovered".

He believes the app can give smaller developers a chance to go viral.

That's What HappenedContent ='JJ Lin'> to the makers of Billie Bust Up - a colourful musical platformer that flooded For You Pages after being boosted by the app's algorithm.

The small team behind The GameContent ='JJ Lin'> said their Kickstarter crowdfunder to raise money for The ProjectContent ='JJ Lin'> hit its target in 48 HoursContent ='JJ Lin'> after the viral moment.

" It was a big surprise. A big, big surprise, " says Ash, one of Billie Bust Up's creators, who's showcasing a demo of The GameContent ='JJ Lin'> at EGX.

" The fact that people are so interested is a big motivator and a big help. "

Rollo claims stories like this are an example of Tiktok helping indie developers to reach new audiences.

" The playing field has truly been levelled. The BarrierContent ='JJ Lin'> to entry is low. You only need a phone and internet signal. "

But there's still space for big companies to get their products into your feeds the old-fashioned Way - by paying to boost Content .

It's not unique to Tiktok , and Something BigContent ='JJ Lin'> developers such as have done for their new releases across most big social networks.

Gaming conventions aren't the only place you'll see Tiktok 's logo. UFC, The WomenContent ='JJ Lin'> 's Rugby Six Nations and Burnley FC's women's squad have all been sponsored by the app this year.

The Chinese-owned app is often the subject of negative headlines and criticism, and there's been talk of banning it among some US politicians.

Could sponsoring some of our favourite hobbies and sports be a Way to create positive associations in The PeopleContent ='JJ Lin'> who actually use it Every DayContent ='JJ Lin'> ?

Rollo insists that's not the case and Tiktok wants to be a " friend to games".

With apps constantly adding features to keep users on their platforms for longer, is Tiktok looking to follow Netflix and start making games itself?

" There are no plans" Rollo says, but adds that The CompanyContent ='JJ Lin'> tests new features all The TimeContent ='JJ Lin'> .

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Source of news: bbc.com