1B views since June: Coda and TikTok Gaming turn content into commerce

Partnership gives publishers a new route to reach consumers through TikTok’s creators

SINGAPORE, 30 October 2026 – Coda, a global leader in digital content monetization and distribution, is working with TikTok Gaming to create a new route from content discovery to purchase for consumers across Southeast Asia.

Through the partnership, TikTok users in Thailand, Malaysia, Singapore, Indonesia and the Philippines can link directly to Codashop to purchase game top-ups, gift cards and other digital goods. Creators can feature Codashop-listed content through livestreams and short-form videos, giving publishers a new way to reach consumers in the environments where they are already discovering and engaging with games.

Since its mid-June 2026 launch, creator videos linking to Codashop have drawn 1 billion views, with click-through averaging above 5% and around 5% of clicks converting to purchases. The majority of buyers are new to Codashop, showing the potential of creator-led commerce to bring publishers new customers as well as transactions.

“Commerce is increasingly happening wherever discovery happens,” said Zac Liew, Chief Commercial Officer, B2B, Coda. “TikTok gives us a new way to connect those moments. For publishers, that means reaching consumers earlier in the journey and turning engagement into purchase through a channel that is already core to how people discover games and content.”

The partnership reflects a broader shift in digital commerce, as social platforms, creators and content play a growing role in how consumers decide what to buy. For Coda, that creates new opportunities to extend digital content distribution beyond traditional storefronts and connect publishers with consumers across more channels.

Codashop is one of Southeast Asia’s most established destinations for digital content, recording more than 6 million transactions and 13 million site visits every month. Coda works with some of the world’s leading publishers and digital businesses, including Activision, Electronic Arts and Riot Games.

Founded in Jakarta in 2011, Coda has grown from its Southeast Asian roots into a global digital content monetization and distribution business. Codashop launched in Indonesia in 2014 and has since expanded across the region and beyond.

Coda will continue to explore new commerce and distribution models with publishers and platform partners, creating more ways for consumers to discover and purchase digital content.

Coda is a global leader in monetization, distribution, and commerce, trusted by the biggest names in gaming, entertainment, and technology, including Activision, Electronic Arts, Riot Games, Ubisoft, and Moonton. Founded in 2011 and headquartered in Singapore, Coda operates with 670+ employees worldwide, with core hubs in Asia and Europe. Coda combines payments, commerce, distribution, and rewards to drive global revenue growth for brands and publishers.

Coda’s products include Codapay, which provides access to 400+ payment methods across 80+ markets through a single API integration; Coda Webstore, which powers fully customized direct-to-consumer storefronts; Coda Consumer Platforms, including Codashop, Recharge.com, and Startselect.com; Coda Distribution, which extends reach through a network of commerce partners; and Giftcloud, a UK-based rewards business serving enterprise customers across Europe.

Coda is backed by Apis Partners, Insight Partners, Smash Capital, and GIC, and has been named an APAC High Growth Company (2023) by Financial Times, one of Granite Asia’s NextGenTech 30 (2024), a payments leader on Fortune’s Fintech Innovation Asia list (2024), and listed among The Straits Times Fastest Growing Fintechs (2024). For more on Coda, visit coda.co.

Coda

Liz Adam

VP, Corporate Affairs
liz.adam@coda.co