A THOUGHT FROM YRS TRULY


MJ Widomska, Founder and Director at YRS TRULY, explains why you should be on Reddit, and how and why the text-based internet site is still great for discovery


ou may have seen that Reddit, a site founded twenty years ago, has overtaken TikTok on the list of most visited platforms in the UK. This growth is the most pronounced in the 18 to 24 age range, which has so far been steady in its allegiance to short-form video. This may come as a surprise – TikTok was the go-to for young adults, who flocked to the site during the pandemic. In contrast, Reddit was the favourite platform for millennials, the generation that grew up with a largely text- based internet. There are many reasons why Reddit managed to capture the attention of a new cohort: it saw a strong boost in search results, including some AI overview traffic thanks to a deal with Google, but it also capitalised on the declining quality of Google Search. It’s no secret that any of us add “Reddit” at the end of search queries to get useful results. TikTok, which also made headlines as Gen Z’s favourite search platform, has inevitably hit a turning point: content quality is lower, further diluted by video e-commerce for its TikTok Shop. Its competitors have finally hit their stride, with both Instagram Reels and YouTube Shorts providing a distinct short-form experience. Reddit’s surge is good news for the games industry, as it has long been a platform for


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brands. Authenticity is inherent to the Reddit experience.


This can be your strength: Reddit invites brands to get involved. It can be your community hub – and, unlike Discord, those discussions are searchable and rank well on Google. Of course, this lack of messaging control is a double-edged sword: I recently looked up an indie title that had a highly ranked negative review from Reddit in Google Search. You have plenty of options when


gaming communities. While the liveliest discussions have moved to Discord, Reddit remains a fantastic discovery tool – with a new generation joining older communities. Engaging with Reddit will feel like a very


different experience from YouTube, Twitch or TikTok. For starters, you can’t rely on existing content creators: it’s an ecosystem of forums where you can certainly earn respect (or Karma) from fellow posters, but not the kind that translates into paid opportunities with


“Reddit’s surge is good news for the games industry, as it has long been a platform for gaming communities”


30 | MCV/DEVELOP December/January 2026


promoting your game on Reddit. Indie developers can share something about their journey, or give a behind-the-scenes peek at the process of making their game – but be wary of posts that feel too corporate, or too sales-y. For established subreddits, you can offer something exclusive, and share a piece of news with a community before anyone else gets to see it. Some brands run their own subreddits, though that requires substantial moderation and strategy – if fans feel that their critical posts are being censored, they will create a second, much meaner subreddit for the game. TikTok is a great platform for games discoverability, as any video can, theoretically, go viral and bring in awareness and wishlists. In that sense, Reddit is not too different – posts by new, throwaway accounts blow up on Reddit all the time. The key difference is that a TikTok video won’t linger in Google Search for months or years – a successful Reddit post can be a long-term investment. Conversations on TikTok are fleeting, but Reddit posts from years ago still surface in search results.


Reddit, when done right, can give your game a boost that stands the time – just like the platform itself.


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