“Based on the current consumer experience, I don’t think that there will be much room for traditional ad formats on Houseparty as they would feel wildly intrusive,” he says. Sima Sistani, Houseparty’s co-founder and chief executive, told The Verge last year that company was “really starting to think about ways we can make money by bringing value to our users, not extracting value from them.” The strategy makes sense, says Phillip Huynh, head of content at DentsuX. It’s this kind of natural integration that Houseparty has been looking to build into the app, rather than making room for ad space. I think Houseparty makes a lot of sense next to them, and gives me a feeling that it will still have longevity and use after has blown over.” 'And what's interesting is Houseparty has also grown popular in a wider social landscape where we're seeing an uptick in private Instagram profiles, WhatsApp and private, community-driven Facebook groups.

That means we want to actually have live conversations with them. we're dealing with the sudden anxiety of not being able to connect people for weeks. “But then Snapchat came along, Instagram Stories came along and Facebook Stories came along, and so there wasn’t really a need for new ephemeral content in our feeds for a while. “The joy of Houseparty was the fact it was ephemeral content,” says Oxford. The brand went on to rebrand itself as a friendlier environment (its red cup logo was replaced by an unthreatening wave, for instance) and sold to Fortnite’s owner, Epic Games, in 2019. Hype was stolen by other platforms such as Instagram Stories and TikTok.

Yet despite the headlines crowning Houseparty as Gen Z’s hottest network, user growth eventually stalled by 2018. It reportedly let the deal go over concerns regarding user privacy, having come through the worst of its Cambridge Analytica scandal that year. Facebook, which tried and failed to emulate the formula in Bonfire, looked to buy Houseparty in December 2018.

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