Amid the swirling vortex of digital innovation, where social platforms consume each other to stay abreast of fickle user attention, YouTube has thrown its hat into the ring: we’ll give you free gaming. Beyond a platform that hosts videos from interesting to idiotic, YouTube has brought in Playables into a new digital entertainment era. Previously only available for select communities, YouTube is now rolling out the feature to users in the United States, the United Kingdom, Canada and Australia.
After months of rumours and spying spycams peering into semi-dark rooms, Playables are finally stepping out. Qualified enthusiasts in the countries mentioned above can now play games directly on the web and mobile apps of the official YouTube website – including for iOS and Android. More than 75 games are free to play (for now). The world’s most popular video-sharing siren has gone gaming.
But the key ingredient to any successful gaming venture is accessibility, and nowhere on YouTube is accessibility more important than it is right now. Gaming content doesn’t need to be relegated to a single section of the platform. From the Home feed to every search result, Playables are splayed all over the user experience, bringing the world of games into the channels that consumers frequent.
In other words, Netflix might have gaming niche(d) behind a paywall, but YouTube has another path ahead. Its gaming catalogue is, for now, open and available to all, including users without a YouTube Premium subscription. That access is democratising, yes, but also adds something to the social fabric of the YouTube gaming experience. You can track your high scores. You can save the state of your games. You can share those high scores with your friends. It is about as close as the site gets to establishing a devoted gaming community, one that seems as interested in sharing their conquests as making them.
For those who can’t wait to get their hands dirty, the first step is that you’ll want to make sure your YouTube app is up to date, and if the Playables feature doesn’t show up within your account just yet, it’s bound to soon. Just like a mobile game – a direct competitor to YouTube – that expands into new markets, it’s anyone’s guess where YouTube gaming with land in the rest of the world and how long it will really stick around. For now, the only thing to do is to press forward and see where it goes.
Have an insider perspective on YouTube’s gaming history, or wanting to share a newcomer’s first impressions? Let us hear your voice. Whether you want to stay a shadowy presence in the audience or to bask in the glory of your insights, we might just add some light to game culture on the world’s biggest video-sharing site.
At its essence, YouTube’s play into gaming is not simply a push to monetise yet another little corner of the digital universe. It’s a coming-to-terms with YouTube’s place as a digital home for many. This new feature doubles down on home on YouTube – not a physical place, but an environment of shared experiences, experiences of discovery, and now, games. YouTube is remaking the sense of home to be a place where entertainment, community and innovation converge. YouTube is remaking the sense of home to be a place where entertainment, community and innovation converge. As Playables paves a roadmap on YouTube, we’re watching the novel productive, social and playful home for users all across the world become a reality for itself.
In that leap, YouTube is not just offering another way to kill time and pass the hours. It’s offering people a new experience – a sense of adventure, of challenge and community – from the comfort of a couch inside the house. As physical and digital increasingly converge, YouTube’s free gaming service is one of the first offerings to demonstrate the true depth of the material possibilities residing in the growing galaxy of the internet.
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