Netflix expands into kids' gaming with a new standalone app

Netflix has announced the launch of a new standalone mobile app focused on children’s gaming, called Netflix Playground. The app is included within a standard Netflix subscription and is designed to offer a safe environment for kids, with no advertisements or in-app purchases.

Netflix Playground is designed to give young users access to a growing collection of games tailored for children. At launch, the app features titles based on well-known characters and franchises from popular kids’ shows, allowing children to engage with familiar content in more interactive ways.

The app is aimed at children aged eight and under. It is currently available in select regions, including the United States, Canada, the United Kingdom, Australia, the Philippines, and New Zealand. According to the company, a global rollout is scheduled for April 28. The app can be downloaded on both iOS and Android devices.

One of the key features highlighted by Netflix is offline accessibility. The app can be used without an internet connection, making it suitable for situations such as long flights or trips where connectivity may be limited.

Among the games available at launch is “Playtime With Peppa Pig,” which lets children explore Peppa’s world through a variety of playful, interactive activities. Another Sesame Street title includes games that help kids practice memory, matching, and coordination through connect-the-dots challenges. Additional titles include “Let’s Colour,” “Storybots,” “Bad Dinosaurs,” and more.

John Derderian, Netflix’s vice president of Animation Series and Kids & Family TV, said the company is working toward creating an ecosystem where children can go beyond watching content and actively engage with it. “We’re building a world where kids can not only watch their favourite stories, they can step inside them and interact with their favourite characters,” Derderian said in a press release. He added that the goal is to create a unified space for discovery, learning, and play, where watching and gaming blend into a single experience for families.

Netflix originally entered the gaming space in 2021 with ambitious plans to expand its footprint in interactive entertainment. However, the company has since scaled back some of those efforts after its initial game offerings struggled to gain significant traction among users. It has also shut down several internal game development studios, including Boss Fight, Spry Fox, and AAA.

Despite these adjustments, Netflix continues to experiment with gaming formats. Toward the end of last year, the company introduced TV-based gaming experiences, offering party-style titles designed for group play, including adaptations of well-known games like Tetris and Pictionary. Looking ahead, Netflix has indicated it remains interested in cloud gaming, though it acknowledges the field is still in its early stages.