Netflix launches a new standalone app, Netflix Playground, entering the children's gaming market.

Netflix announced on Monday that it will launch a standalone app called Netflix Playground, designed specifically for children's gaming. The app is included in the Netflix subscription service and contains no ads or in-app purchases.

Netflix says the app will offer children a constantly expanding library of games. Initially, Netflix Playground will feature games based on popular animated characters.

Designed for children aged 8 and under, the app is currently available in the US, Canada, UK, Australia, Philippines, and New Zealand, and will launch globally on April 28th, supporting both iOS and Android.

The app supports offline play, requiring no mobile data or Wi-Fi connection, and Netflix describes it as "the perfect companion for long flights or shopping trips."

For example, one game, "World of Peppa Pig NETFLIX," allows players to "participate in a series of fun activities and step into the world of Peppa Pig"; there are also Sesame Street games where players can match memory cards or practice hand-eye coordination through connect-the-dots games. Other games include "Coloring Together," "Story Robots," and "Mischievous Dinosaurs."

“We’re building a whole new world where kids can not only watch their favorite stories, but also immerse themselves and interact with their favorite characters,” said John Deldrian, Vice President of Animated Series and Kids & Families at Netflix, in a press release. “We’ve created a seamless platform for exploration, learning, and play. Whether it’s embarking on a new adventure with Hank and the Garbage Trucks team, or making smoothies with Peppa Pig, watching content and playing games on Netflix can be a fun and easy part of everyday family life.”

Netflix first launched its gaming business in 2021 with ambitious plans, but subsequently scaled back its efforts due to insufficient attention for its games. The streaming giant also closed several game studios, including Boss Fight and Spry Fox, as well as a AAA studio.

Last year, Netflix entered the video game market, launching several party games suitable for multiplayer, including a TV version of Tetris and Draw Word. The company also stated that it will prioritize cloud gaming, but also mentioned that related plans are still in the early stages.