Netflix launches standalone gaming app for children

Netflix announced on Monday the launch of “Netflix Playground,” a new standalone app for kids’ games. The application is designed specifically for children ages eight and under. It is currently available in the U.S., Canada, the U.K., Australia, the Philippines, and New Zealand, with a worldwide rollout scheduled for April 28.

The app offers an ad-free experience with offline access, which Netflix executive John Derderian describes as a “seamless destination” for children to interact with characters from their favorite stories. Derderian, who serves as the Netflix vice president of Animation Series + Kids & Family TV, stated: “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.”

This launch marks a strategic shift for Netflix, which first entered the gaming space in 2021. The streaming company has since dialed back its gaming plans after its titles failed to gain traction. As part of this scaling back, Netflix shut down several video game studios, including Boss Fight and Spry Fox, as well as an unnamed AAA studio. While the company has closed these studios, Netflix has also said it will prioritize cloud gaming—which refers to gaming services streamed over the internet—though it has noted that these plans are still in their early stages.

Why it matters

Netflix is attempting to revitalize its gaming ambitions by narrowing its focus to a dedicated kids’ experience, a strategic pivot following the closure of several internal game studios.