Coda and TikTok Gaming are opening a new path for gaming publishers to reach consumers by turning social media engagement into digital sales. Through their partnership, creators can promote game-related products through TikTok videos and livestreams, allowing viewers to purchase directly through Codashop.

The initiative is available to TikTok users in Thailand, Malaysia, Singapore, Indonesia, and the Philippines. Featured products include game top-ups, gift cards, and other digital goods listed on Codashop.

Since launching in mid-June 2026, videos featuring links to Codashop have accumulated 1 billion views. The campaign has also recorded an average click-through rate of more than 5%, with approximately 5% of those clicks resulting in purchases.

Interestingly, most customers making purchases through this initiative are new to Codashop. This suggests that creator-led promotions are not only generating sales but also introducing the platform to audiences who might not otherwise have discovered it.

The partnership highlights how social media creators are becoming an increasingly important part of digital commerce. Rather than relying exclusively on traditional online storefronts, publishers can now reach potential customers while they are watching gaming content, following creators, or exploring new titles.

For gaming companies, this offers another opportunity to connect with audiences where they already spend their time. Creators can introduce products naturally through their content, while viewers have a more direct route from discovering something to purchasing it.

Coda's Chief Commercial Officer for B2B, Zac Liew, explained that the partnership allows publishers to reach consumers earlier in their purchasing journey. TikTok's popularity as a discovery platform creates opportunities to turn audience engagement into actual transactions.

Codashop is already an established destination for digital gaming content across Southeast Asia. The platform reportedly processes more than 6 million transactions and attracts 13 million website visits every month.

Coda also works with several major gaming publishers and entertainment companies, including Activision, Electronic Arts, Riot Games, Ubisoft, and Moonton.

Founded in Jakarta in 2011, Coda has expanded from its Southeast Asian origins into a global digital content monetization and distribution business. Its services include payment solutions, digital storefronts, distribution partnerships, and consumer platforms such as Codashop.

The company plans to continue exploring new ways to connect publishers, platforms, creators, and consumers. Its collaboration with TikTok Gaming demonstrates how social media could become an increasingly important part of how players discover and purchase digital gaming content.