Netflix has launched a new app called “Netflix Playground.” It will feature games based on popular children’s characters like Peppa Pig and Sesame Street characters.
Netflix has launched a new app called “Netflix Playground.” It will feature games based on popular children’s characters like Peppa Pig and Sesame Street characters.
Analysts note that the streaming giant's gaming initiatives have not yet become a strong growth driver. One of the main obstacles, experts believe, is Netflix's relatively small portfolio of iconic intellectual property compared to competitors - for example, Warner Bros. Discovery, which owns franchises such as DC Comics, writes Cybernews.
Among Netflix's most popular games are Rockstar Games' "GTA: San Andreas," as well as projects based on the service's own hits, such as "Squid Game: Unleashed."
The company notes that the new features should become "an orderly space where parents can be sure that children are not only having fun, but also being engaged and developing."
The move is also aimed at increasing engagement with families, a segment traditionally considered important for reducing audience churn, as parents are less likely to cancel a subscription if it is useful for their children.
“The emphasis on children’s programming will make Netflix more attractive to families with children,” said Emarketer senior analyst Ross Benes.
The new app will help Netflix "compete in the one area where it has a disadvantage compared to Disney+, which is in children's programming," he added.
The app is designed for children under eight years old and is included with all Netflix membership levels.
Every game will be playable offline, including "Playtime With Peppa Pig," "Dr. Seuss's Horton!" and "Sesame Street."
In addition to parental controls, the platform guarantees no ads, in-app purchases, or additional fees.
Netflix Playground is available for download in the US, Canada, UK, Australia, Philippines and New Zealand, with the company launching globally later this month.
