In the attention economy, where user time is the scarcest commodity, platforms such as content sites, OTT services and social networks are competing for every second of engagement. Several studies peg Gen Z attention spans at just around eight seconds, less than that of a goldfish. Ironically, video streaming and social media platforms—often blamed for this shrunk span—are now trying to hold users longer. They are rolling out mini-games and interactive features to boost retention and keep users within their ecosystems. And with habit-forming and engaging features, they may pull in users still reeling under India's real-money gaming curbs.
YouTube, Google’s video streaming giant, has just introduced ‘Playables’ to its platform—a collection of mini games, developed by some of the world’s top game production studios including Unity, Pinpin studios, Sunday Games, etc.
“Playables are games that all users in select markets can play directly on YouTube. We’ve recently expanded Playables to India and look forward to making them even more broadly available in the future,” said a YouTube spokesperson in an emailed reply to Mint’s queries.
YouTube says on its website that these games can run on-screen for certain devices even as users watch or listen to content in the background, making it a smart strategy to keep viewers locked in on the platform.
“For a platform that already dominates game streaming and 'Let’s Play' videos, adding the ability to play games without leaving the app removes critical friction. It turns YouTube from a video repository into a holistic gaming destination," said Nimish Raut, global head esports: partnerships and special projects at Nodwin Gaming, an esports company. This move highlights a shift in the entertainment landscape where the traditional boundaries between industries have collapsed.
“By merging consumption and play, YouTube ensures that when a user finishes a gaming video, they don't switch to a separate console or app to play, they stay within the YouTube ecosystem,” Raut added, stating that streaming platforms are constantly competing with gaming platforms for user attention.
Similarly, streaming giant Netflix and professional network Linkedin also managed to implement this game strategy to their applications. “LinkedIn introduced games in 2023 as a light, repeatable way for members to engage with one another on the platform,” said Nirajita Banerjee, career expert and head of editorial for LinkedIn India in an emailed reply to Mint’s queries.
With seven thinking-based games to choose from, professionals gain a light and engaging way to connect with their network, comparing rankings and competing against colleagues. This friendly rivalry sparks daily interactions, as users can nudge each other to play and keep the momentum going.
“LinkedIn games now engage millions of members globally every day, and 86% of players return the day after playing a game. Features like the Connections Leaderboard build on that by making the experience more interactive across one’s network,” Banerjee added.
Netflix did not respond to Mint’s queries in press time. Instagram, Snapchat and other streaming services are yet to introduce full-fledged game libraries to their platforms, though they still have engaging features like AR lens games.
Opportunity for creators
Creators sniff an opportunity from these games, especially on YouTube that is one of the primary platforms for influencers to create and upload videos as well as stream live, these games become a tool for content.
Creators can record gameplay videos and add voiceover to it for story time format videos, that are essentially faceless videos where the creator is narrating stories with a stock background footage that keeps the viewer hooked.
Mansi Gupta Panpalia, gaming creator and co-founder of influencer talent management agency Opraahfx, says, “One of the biggest friction points for creators making storytime, commentary, or voiceover content has always been sourcing gameplay footage. Either you record it yourself, deal with copyright issues, or license it at a cost. If YouTube's native games can be used as background gameplay, it removes that barrier entirely.”
Not just that, as per Google’s website, “Playables are also available to play for eligible creators while live streaming vertically on a mobile device.” YouTubers with at least 50 subscribers can make use of this feature, which is not a very high threshold.
Creators expect their viewership to rise on account of this feature. “Games give users a reason to stay longer and come back more frequently,” said Animesh Agarwal, co-founder and chief executive officer of gaming collective, S8UL, who is a gaming creator himself better known as 8bit Thug.
“In terms of numbers, it is still early, but a 5-10% increase in average session time is a reasonable near-term expectation if executed well. The real upside is long-term habit formation, rather than an immediate spike in views,” Agarwal added.
Real money gaming ban
This is the perfect time for platforms to hook users with mini-games, as India’s ban on real-money gaming apps has created a vacuum, driving audiences to seek alternatives. Though these games aren’t monetizable, they deliver the thrill of multiplayer mini-games—drawing in more users and boosting platform stickiness.
“Real-money gaming audiences are driven by monetary incentives, which casual or arcade-style games cannot replicate. However, there is definitely a segment that plays for entertainment and habit, not just winnings,” said Rohit Agarwal, founder and director of gaming-focussed marketing firm Alpha Zegus.
“YouTube can attract that segment, especially if it combines gameplay with content, creators and community. But it won’t be a one-to-one replacement for real-money gaming ecosystems,” he added, further specifying that even if there is a 5-10% increase in session time of users on the platform, given the scale of audience that uses the app, it will translate into a significant impact.
This comes as the Centre tightens oversight of online gaming, with the proposed Online Gaming Authority of India (OGAI) slated for rollout on 1 May 2026. This could pressure real-money platforms while opening space for casual, in-app games that drive engagement with fewer regulatory hurdles.