Reports have long suggested that YouTube intends to start offering games in an effort to find new revenue streams. While the effort hasn't yielded any major results yet, limited testing for Premium subscribers has emerged, suggesting a much more low-key push than parent company Google's last big gaming push.
Starting this week, some YouTube Premium subscribers may start seeing a series of mini-games that can be played directly within the service, with the testing process running until March 28, the latest sign that YouTube plans to enter the video game market.
Not all paying subscribers have access, but those who do should see a shelf called "Playables" on the main menu or via a link in the Explore section on the website and mobile app. Reports indicate that these mini-games are based on HTML5, can be launched immediately without downloading and installation, and play similar to Google's Gamesnacks.
Rumors of a YouTube reference to "Playables" first surfaced earlier this year. The information suggests that the company wants to enable viewers to instantly transition into gaming sessions while watching relevant videos, during which it may leverage cloud gaming technology from Google's failed Stadia platform.
YouTube added Playables to a rotating list of experimental features available to a limited number of premium users in September, suggesting a modest push for gaming compared to the AAA titles available on Stadia. This week, the company expanded the options for subscribers with access, signaling the next phase of testing.
If YouTube decides to retain and expand the feature, it would be the company's latest effort to diversify its business and increase the perceived value of its paid subscriptions, which recently increased in price to $13.99 per month or $139.99 per year. Additionally, YouTube has recently stepped up its crackdown on ad blockers, hoping to make subscriptions the only way to watch videos without ads.
Over the past few weeks, the company has expanded a system that slows, pauses or stops videos when the service detects ad-blocking browser extensions. The ad-blocking plug-in has recorded a record number of uninstalls after adopting tough tactics, indicating its success.
YouTube isn't the only streaming service trying to get into the gaming market. Netflix has taken a different route, allowing subscribers to download select popular games on mobile devices, but is also trying to expand to streaming games on smart TVs, PCs and Macs.