“Every major publisher has approached us”: Nex Playground expands its global footprint
The Nex Playground micro-console is moving into its next phase of global growth. Following blockbuster launches in the US and the UK, the family-oriented device is set to arrive in Germany later this year at a retail price of €319. With over a million units sold and nearly a million paid subscribers, the company is bolstered by fresh investment and a strengthened leadership team, including EA founder Bing Gordon and former Niantic and "Zynga" CFO Jeff Shouger.
Capitalizing on Motion-Control Legacies
A key pillar of Nex Team's growth strategy involves tapping into the vast libraries of motion-controlled gaming. President Thomas Kang revealed that every major publisher has approached the company to review their legacy Kinect and Wii catalogues. The goal is to reintroduce these iconic IPs to a younger generation of players through the platform's interface.
This revival strategy is already yielding results. The platform has successfully launched Freefall Racers, a 2013 Kinect title from Smoking Gun Interactive, which saw 150,000 plays in its first month. Furthermore, recent partnerships with Sega and Bandai Namco will bring Sonic Forces: Rival Rush and Pac-Man to the console. CEO David Lee noted that Pac-Man, in particular, translates perfectly to motion controls, allowing players to guide the character using simple finger gestures.
Solving the Discovery Challenge
With a curated catalogue of over 60 games, the company has encountered a "discovery problem" on the main interface. To address this, Nex Team is deploying user-facing features: the ability to favorite games, an editorially curated "star pick," and using the device's camera and playing history to surface suitable games. In the future, the company aims to use user surveys to identify relevant content and events while prioritizing privacy.
The Play Pass subscription service remains a bright spot for the business, with retention rates exceeding expectations. In some cohorts, the attach rate has already surpassed 90%, with many users renewing their subscriptions even after taking breaks.
Economics and Global Reach
Nex Team, like much of the industry, has faced ongoing component and memory shortages. This led to a price increase in the US from $249 to $299 earlier this year. However, the company does not plan further price hikes, as leadership is committed to keeping the hardware affordable for families by absorbing some of the cost increases.
The company's reach is also expanding into territories without official commercial availability. In Australia, for example, over a thousand devices have already been activated via third-party sources, with subscription attach rates remaining consistent with official markets.
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