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# YouTube Launches Playable Games for Premium Subscribers
YouTube has taken a step into the world of gaming by offering its Premium subscribers access to a collection of online games that can be played directly on the platform’s mobile and desktop apps. Dubbed as “Playables,” this experimental feature was first introduced to select users in September and has now been officially rolled out to Premium subscribers. Those who opt in will have the opportunity to play a total of 37 mini-games that are integrated into YouTube, eliminating the need for downloading or installation.
# What’s in the Playable Games Collection?
The selection of games is diverse, featuring crowd-pleasers such as Angry Birds Showdown, Brain Out, Daily Solitaire, The Daily Crossword, and various arcade games. However, it’s important to note that this gaming experience may be temporary, as YouTube Premium’s notification mentioned that the games would only be available until March 28th, 2024. Premium members can find the full library of games under the “Playables” section in the Explore tab.
# YouTube Joins the Gaming Trend Among Tech Companies
YouTube is not the only non-gaming tech company venturing into the gaming industry. Google’s Stadia service was officially terminated in January, and Amazon recently announced layoffs in its free games division. Similarly, TikTok teased a “major push” in gaming before laying off a significant number of workers in its gaming unit.
But despite the challenges faced by other tech giants, companies like Meta and Netflix are also making strides in the gaming realm. Meta has been experimenting with Instant Games for nearly seven years, and Netflix has been releasing games exclusively on mobile with plans to expand into cloud gaming.
# YouTube’s Continuous Experimentation with Premium Features
YouTube frequently tests new features on its paid subscribers before deciding whether to integrate them permanently. Apart from Playables, Premium members can also sign up to try out YouTube’s conversational AI feature, allowing users to ask questions about the videos they are watching.
# The Business Strategy Behind Playables
The introduction of Playable Games seems to be less about targeting serious gamers and more about enhancing the value proposition for Premium subscribers. Given the recent increase in the price of YouTube Premium, as well as similar price hikes from competitors like Netflix, Apple, and Amazon, it’s clear that these platforms are seeking to retain their subscriber base amidst growing competition. While Playables alone may not be a primary motivator for signing up for YouTube Premium, it could serve as an incentive for some users to maintain their subscriptions.
In conclusion, YouTube’s foray into gaming reflects a broader trend of non-gaming tech companies diversifying their offerings to capture new audiences and enhance the value of their premium services. As the gaming landscape continues to evolve, it will be interesting to see how platforms like YouTube navigate this increasingly competitive space.
Citations:
– Droid-Life: https://www.droid-life.com/2023/11/24/youtube-playables-arrive-for-premium-as-games-you-can-play-on-youtube/
– Facebook Newsroom: https://about.fb.com/news/2017/12/celebrating-one-year-of-games-on-messenger/
– Wired: https://www.wired.com/story/netflix-mobile-games-no-one-playing/
– Inverse: https://www.inverse.com/input/gaming/i-played-every-netflix-game-review-what-the-hell-going-on
