YouTube's Playables – A strategic move to engage casual gamers
June 14th, 2024, Kineree Shah

YouTube's Playables – A strategic move to engage casual gamers

YouTube has recently launched a new feature, "Playables," offering over 75 free-to-play games including popular titles like Angry Birds Showdown, Words of Wonders, Cut the Rope, Tomb of the Mask, and Trivia Crack.

The feature aims to align with the gaming preferences of many US adults, particularly those who spend more than an hour per week on YouTube. According to data from YouGov Profiles, these YouTube users demonstrate significant interest in various gaming genres. For instance, 35% of YouTube users play action games compared to 24% of the general US adult population. Casual games, which are a key focus of Playables, are also popular among YouTube users, with 24% engaging in them. This emphasis on casual games aligns well with Playables' strategy to cater to popular gaming preferences in the US.

Racing and sports games have a similar trend, showing a higher engagement rate among frequent YouTube users. Racing games attract 23% of these users compared to 16% of all US adults, and sports games are played by 23% of YouTube users versus 15% of the broader population. 

When it comes to mobile gaming, YouTube users continue to show a higher level of engagement across various genres. Puzzle games, such as Candy Crush Saga, are played by 23% of YouTube users compared to 20% of all US adults. Action games like Subway Surfers attract 22% of these users, while only 14% of the general population plays them. Adventure games also see higher participation among YouTube users at 17% compared to 11% of all US adults.

Other mobile game genres, including card/ casino games, word games, and shooter games, follow a similar pattern, with higher percentages of YouTube users engaging in these games compared to the general US adult population.

This trend suggests that YouTube's decision to introduce "Playables" is a strategic move to align with the gaming habits of its audience. By focusing on popular genres like casual and action games, YouTube aims to keep casual gamers entertained on its platform, potentially leading to increased user engagement and reducing the risk of users drifting to other entertainment sources.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race.