Netflix expands into kids gaming with new ‘Playground’ app

Netflix plans to launch a dedicated apps for kids game named Netflix Playground, the company announced on Monday. The app is included with a Netflix subscription and features no ads or in-app purchases.

Netflix says the app offers kids access to a continuously expanding collection of games. Netflix Playground is launching with titles featuring characters from popular kids' shows, according to a press statement. 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 app is designed for children aged eight and under and is now available in the US, Canada, the UK, Australia, the Philippines, and New Zealand. It will roll out worldwide on 28 April. It will be available on both iOS and Android platforms. 

The app can be accessed offline without a mobile or Wi-Fi connection, which the company says makes it the "perfect companion for long airplane rides or grocery trips."

"We're creating a world where kids don't just watch their favorite stories, they can step inside them and interact with their favorite characters," said John Derderian, vice president of Animation Series + Kids & Family TV at Netflix. "We're creating a seamless destination for discovery, learning, and play. Whether it's reuniting with Hank and the 'Trash Truck' crew for new adventures or making a smoothie with 'Peppa Pig,' watching and playing on Netflix can be the fun and easiest part of every family's day." 

Netflix first entered the gaming space in 2021 with an ambitious plan but struggled to gain traction. As a result,the company scaled back its efforts. 

Late last year, Netflix expanded into TV-based gaming with a slate of party-style titles designed for group play, including TV versions of Tetris and Pictionary.

The company has also said it plans to focus on cloud gaming, though it noted that these efforts are still in the early stages.