Netflix streaming platform is expanding its content strategy to the field of games for children, with the launch of a new independent application called Netflix Playground. This is considered a step to combine entertainment and interaction, as children can not only watch but also "enter" the world of their favorite characters.
Netflix Playground is now available on iOS and Android in some markets such as the US, Canada, UK, Australia, Philippines and New Zealand, before its global release on April 28.
The application is integrated in the Netflix subscription package, there is no advertising and no shopping in the application, which is important for parents.
This platform is aimed at children aged 8 and under, providing a constantly expanding game library. Games are built based on familiar brands such as Peppa Pig or Sesame Street.
For example, in the Peppa Pig game, children can participate in fun activities with the character. Meanwhile, the Sesame Street game helps children train memory and coordination skills through jigsaw puzzles and point connections.
There are also many other games such as coloring, telling stories with robots or exploring the dinosaur world.
A noteworthy point is that the application can operate offline, without Wi-Fi or mobile data. According to Netflix, this is a great advantage when used on long trips or when traveling.
The launch of Netflix Playground takes place in the context that the company is adjusting its game strategy. Since 2021, Netflix has set great ambitions for the game segment, but many products have not met expectations, forcing the company to narrow down its scale and close some development studios.
Recently, the company has shifted to forms of games associated with television content, such as group games based on popular programs.
At the same time, Netflix is also testing cloud game technology, although still in the early stages.
According to John Derderian, Vice President of Children's and Family Content at Netflix, the purpose of the app is to create a seamless entertainment ecosystem: "Children not only watch stories but can also interact directly with that world.
Focusing on children is considered a strategic step, because this is a group of users with high entertainment needs and easy to stick with for a long time.
Instead of competing directly with major game platforms, Netflix is choosing to take advantage of its existing content strengths to build an interactive experience.
If successful, Netflix Playground could become a platform connecting movies, games and education, opening up a new direction for the digital entertainment industry in the future.
