Paper.io 2 is a territory‑conquest game where players expand their area while avoiding enemies.
The game was launched in 2018 by Voodoo SAS, the studio behind titles like Hole.io, Aquapark.io, and Block Jam 3D.
In reality, the company is best known for its biggest move in 2024: acquiring the social platform BeReal for €500 million.
For Paper.io 2, they’re currently running a TikTok network of 22 creator accounts. The team started posting in 2023, but overall activity stayed low.
- from 2024 to June 2025, the game barely posted at all.
- they picked back up for a short time until July, paused again, and only returned in November, staying active consistently since then.
Their first real hits started appearing four months ago.
All of them revolve around the same theme – >the moment of the day when players finally get time to play the game.
“whenever I get a FaceTime notification when it’s my designated rot‑in‑bed and game time” → 13M views
Here you can see examples of how other gaming apps behave on TikTok and the formats they use:
Go through the other gaming articles and compare approaches, in apps like Paper.io 2 with millions of downloads, the winning formats are never random.
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