April 6 (Reuters) - Netflix ( NFLX ) doubled down on its

gaming efforts on Monday, launching a new app called "Netflix

Playground" that would feature games built around popular

children's characters such as Peppa Pig and Sesame Street.

gaming efforts have

yet to emerge as a major growth driver.

ne of the main challenges, analysts believe, Netflix's ( NFLX )

relatively limited portfolio of iconic intellectual property

compared with rivals such as Warner Bros Discovery, which owns

franchises, including DC Comics.

Some of the most popular games from Netflix ( NFLX ) include Rockstar

Games' "GTA: San Andreas", and those based on its own hit shows

such as "Squid Game: Unleashed."

The streaming giant said the new features aim to be a "curated

space where parents know kids are entertained, engaged and

enriched."

The move is also aimed at deepening engagement with

families, a segment where children's content has traditionally

been seen as helping reduce churn because parents are less

likely to cancel.

The new app is designed for children eight years old and

younger and is included in all levels of Netflix ( NFLX ) membership.

Each game will be playable offline, including "Playtime With

Peppa Pig," "Dr. Seuss's Horton!" and "Sesame Street".

In addition to parental controls, the platform ensures no

ads, in-app purchases or extra fees.

'Netflix Playground' is available for download in the U.S.,

Canada, the UK, Australia, the Philippines and New Zealand. The

company will launch globally towards the end of this month.