Popular OTT platform Netflix has launched a new app called ‘Netflix Playground’ for children aged eight and below. This app was launched last Monday. To strengthen their position in the video game market, Netflix has brought this app with games and interactive experiences based on popular shows.
The app will be included with all Netflix subscriptions. Every game in the app can also be played offline. Notable among these are – ‘Playtime with Peppa Pig’, ‘Dr. Seuss’s Horton!’ and ‘Sesame Street’.
The app includes puzzles, memory games, coloring pictures, and a variety of creative tasks or interactive activities. Gamers can participate in ‘Playtime with Peppa Pig’, ‘Sesame Street’ mini-games and ‘Dr. Seuss’ themed adventures with characters like Elmo and Cookie Monster.
The company claims that this platform has been developed keeping in mind the entertainment, education and creativity of young children. This will ensure a safe and ad-free environment for children, where no additional in-game purchases are required.
John Derderian, vice president of Netflix’s animation series and kids and family TV division, said the company wants to create a place where children can not only watch content, but directly engage with it. He added that their aim is to ‘create a seamless destination for discovery, learning and play.’
According to the streaming platform, the app retains the existing ‘parental control’ features. These include the ability to create separate profiles for children, filter content by age, block certain titles, and check viewing history or watchlists. Using these tools, parents can customize the games for their children.
With the ‘Playground’ app, Netflix is essentially positioning itself as a rival to ‘Apple Arcade’. Like Apple’s service, Netflix Playground doesn’t have any ads or the hassle of additional purchases. However, while Apple Arcade offers a separate gaming plan, Netflix bundles these games with their video streaming subscriptions.
According to analysts, these efforts in the gaming sector have yet to become a major driver for Netflix’s business growth. A major reason for this, they believe, is Netflix’s lack of popular and timeless franchises of its own compared to rivals such as Warner Bros. Discovery. Warner Bros owns all the powerful franchises like ‘DC Comics’.
Another goal of this initiative is to increase engagement with families. Parents generally reduce the unsubscribe rate if there is quality content for children. Ross Benes, senior analyst at eMarketer, said: ‘Netflix will become even more essential for families with children, given the emphasis on children’s programming.’
He added that the new app will help Netflix compete with Disney Plus, which has long been ahead of Netflix in children’s programming.
Netflix launched its first mobile game in 2021. But this is the first gaming app specialized for children. The app is currently available in the US, Canada, the UK, Australia, the Philippines and New Zealand, and is slated to launch globally on April 28.
Source: Reuters, Gadget360
