What does TikTok's EGX sponsorship mean for the games industry?

Walk around EGX, the UK's biggest video games show, and you'll see bright lights, demos for the latest games, and plenty of colourful cosplay.

But this year you'll also see something else - TikTok logos everywhere.

The company is now the show'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 platform, another category it wants to expand into alongside music and films.