Netflix introduces new ‘Playground’ gaming app for kids

Netflix introduces new ‘Playground’ gaming app for kids

The streaming giant said the new features aim to be a “curated space where parents know kids are entertained, engaged and enriched”

Netflix has launched a new app called “Netflix Playground” that features games built around popular children’s characters such as Peppa Pig and Sesame Street. According to analysts, one of the main challenges as far as the streaming giant’s gaming efforts are concerned, is its relatively limited portfolio of iconic intellectual property compared with rivals such as Warner Bros ⁠Discovery, which owns franchises, including DC Comics. Some of the most popular games from Netflix include Rockstar Games’ “GTA: San Andreas”, and those based on its own hit shows such as “Squid Game: Unleashed.” The streaming giant said the new features aim to be a “curated space where parents know kids are entertained, engaged and enriched.”

The move is also aimed at deepening engagement with families, a segment where children’s content has traditionally been seen as helping reduce churn because parents ‌are ⁠less likely to cancel. “Emphasizing that kids’ programs will make Netflix stickier for households with children,” e-marketer senior analyst Ross Benes said. “The new app will help Netflix compete in the one area where it has a deficiency compared to Disney+, which is children’s ⁠programming,” he said. The new app is designed for children eight years old and younger and is included in all levels of Netflix membership. Each game will be playable offline, ⁠including “Playtime with Peppa Pig,” “Dr. Seuss’s Horton!” and “Sesame Street”. In addition to parental controls, the platform ensures no ads, in-app purchases or extra fees. ‘Netflix Playground’ is available ⁠for download in the U.S., Canada, the UK, Australia, Philippines and and New Zealand. The company will launch globally towards the end of this month.