Peacock Adds Games to Mobile App
Struggling streaming service Peacock is taking a page out of Netflix’s book. Subscribers can now access a handful of games in the Peacock mobile app. At launch, there are 3 main games:
- Daily Swap: Swap letters to complete word puzzles before running out of moves.
- What The?: Identify words describing unusual images in just two attempts.
- Downwards: Search for words across and down that match the theme of the day.
$7.99/mo.
Peacock is also offering “Prediction Games,” which allow you to guess what will happen on your favorite show. There will also be games where you can predict the outcome of live sports.
Users will also encounter “Can’t Miss Clips” – brief video clips of previews or viral moments from Peacock shows. Think of it as an incredibly limited TikTok without user-generated content.
Why is Peacock Doing This?
While the folks at Peacock should be focused on making original shows and movies, it seems like they’re trying to keep users engaged with their platform during those long, awful commercial breaks.
According to Civic Science, more than half (52%) of Gen Z TV-watchers are simultaneously viewing mobile apps, games, or other content, while 30% are using social media. That’s a lot of eyeballs not looking up at reruns of “The Office.”
This “second screen” behavior is an enormous problem for Hollywood. Streamers like Peacock want viewers glued to their TVs and those sponsorship messages. But too few shows actually merit our full attention these days. Even a good Peacock title like “The Traitors” has lots of scenes that don’t matter to the outcome of the show.
One solution would be to make better content. I’m locked to the TV during “The Sopranos” or “Game of Thrones” or “Severance.” But if every media company could regularly crank out once-in-a-generation hits, they would. Too much of Peaock feels like “background TV,” and that will get me reaching for my phone as I half-listen to an episode.
Will these mini games help Peacock add subscribers? No. Will they get a lot of engagement? Also no.
Nielsen just reported that Peacock only accounted for 1.4% of total TV and streaming time in March.
