YouTube is looking to get into the gaming scene via a new activation it calls YouTube ‘Playables’. YouTube is currently testing a new gaming element that allows users to play simple games in-stream. While many people watch gaming content on YouTube, this new integration is more participatory.

As per YouTube:

“Playables are games that can be played directly on YouTube on both desktop and mobile devices. If you’re part of this experiment, you’ll see a section on YouTube called “Playables” that will appear alongside other content on the home feed. We’re testing this with a limited number of users to start.”

Let’s Play!

For context, this project has been in development over the last few months. Back in June, The Wall Street Journal stated that YouTube was experimenting with in-app games. Currently, information on available games is sparse, but a simple tap-and-play game, Stack Bounce, did peer out its head.

Users can also view and control their Playables history and ‘Saved’ game progress within their history tab. That suggests that some games have more in-depth gameplay elements requiring users to periodically save. Gaming has become an integral part of the YouTube experience, with plenty of popular creators having links to gaming communities.

Gaming content has garnered more than 4 billion watch hours in 2022. Given YouTube’s already-present and active gaming focus, it makes sense for the app to branch into direct gaming access. That is a good move for YouTube to build stronger appeal within its gaming-oriented user community. Despite gaming’s popularity, in-stream games on YouTube have mixed reactions.

In hindsight, Netflix branching out into mobile gaming has seen minimal reception. Only 1% of Netflix’s user base engages with its game offerings. However, Netflix has recently re-focused its gaming push to create more games based on popular Netflix shows, potentially increasing appeal. It remains to be seen whether or not users really want to play games within video apps. However, with the appropriate offerings, gaming elements could increase the average time spent and introduce new revenue streams.

The Wrap

Gaming is where YouTube is currently looking at. At the very least, it will be interesting to see how users respond to its gaming options. YouTube’s Playables, in particular, could help drive higher audience engagement for its gaming elements. Customized, YouTube-specific games could end up being highly popular. YouTube is currently undergoing a small-scale test of its Playables offering.