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YouTube is expanding its services for Premium subscribers by introducing "Playables," a collection of online games available exclusively to paid users. This experimental feature, initially tested with select users in September, allows Premium members to play 37 mini-games directly within the YouTube mobile app or desktop app. Unlike traditional games, Playables do not require downloading or installation, offering users a seamless gaming experience.
The game selection includes popular titles like Angry Birds Showdown, Brain Out, Daily Solitaire, and The Daily Crossword, among others. YouTube Premium subscribers can access the full library of games through the "Playables" section in the Explore tab. The company aims to enhance the value proposition for Premium subscribers, who recently experienced a $2 price increase. This move aligns with YouTube's strategy of testing experimental features with its paid subscribers before making broader implementations.
While Playables may not be positioned as a draw for serious gamers, it adds a layer of entertainment and engagement for Premium subscribers. The availability of these games until March 28, 2024, according to notifications sent to subscribers, offers a limited-time incentive to explore and enjoy the new feature. This move comes as YouTube, like other tech companies, seeks to diversify its offerings and retain subscribers in the competitive streaming landscape.
YouTube's foray into gaming follows industry trends where tech companies are exploring opportunities in the gaming sector. The success of Meta's Instant Games contrasts with the challenges faced by Google's Stadia and Amazon's restructuring of its free games division. YouTube's Playables reflect the platform's commitment to continually experiment with features that could resonate with its audience. As streaming subscription prices rise across platforms, these added features may contribute to user retention and satisfaction. YouTube Premium subscribers can also try out other experimental features, such as conversational AI, further enhancing their overall experience on the platform.
