According to Engadget, the Nex Playground is a $249 motion-gaming device that sold 650,000 units last year, even beating Xbox sales in November 2025. The plug-and-play box uses a camera and computer vision to track up to four players for games like Fruit Ninja and features titles from kids’ brands like Peppa Pig and Bluey. To access its full library, users must subscribe to the Nex Play Pass for $89 per year or $49 for three months, with no option to buy games individually. CEO David Lee stated the company added twenty new games over two years and 40 updates in the last year alone, aiming for a long-term subscriber relationship. The hardware setup is simple, requiring only power, an HDMI port, and Wi-Fi, with games playable offline once downloaded.
The Kinect dream finally realized
Here’s the thing: we’ve been here before. Microsoft bet the farm on the Kinect, and Nintendo made a fortune with the Wii. But those platforms were complicated, clunky, and eventually… kind of abandoned. The Nex Playground seems to have cracked the code by doing one thing really well: simplicity. It’s a single, pastel-colored box you plug in. No external cameras, no weird sensor bars, no console to boot up. For families, that’s a huge win. You can basically grab it and take it to a grandparent’s house. That’s the dream Kinect had but never fully delivered on because it was always tethered to a giant, expensive Xbox.
The subscription-shaped catch
But let’s talk about the elephant in the room. That $249 price tag is just the start. The mandatory $89-a-year Play Pass is a tough pill to swallow. You can’t buy a single game outright. It’s all or nothing. Now, the company argues this funds a steady stream of new content and updates, similar to Xbox Game Pass. And look, if it keeps my kids moving and saves me a $30 trip to a germ-filled indoor playground, maybe the math works for some parents. But it feels like a gamble. What if the new games aren’t good? What if my kids get bored after six months? You’re locked into a recurring fee for a very specific type of entertainment. That’s a big ask in a world already full of subscriptions.
Why this no-name company succeeded
So how did a newcomer beat Xbox in a monthly sales race? It didn’t try to be everything. Nex had a clear focus from its previous work on apps like Homecourt and Active Arcade. CEO David Lee realized parents wouldn’t consistently use their phones for active play. So they built a dedicated, controlled ecosystem. That focus on a single experience—active, family-friendly motion gaming—is what the big console makers lost. They’re chasing 4K, 120fps, and massive open worlds. Nex just wants you to slice fruit and have a dance party. Sometimes, doing one simple thing extremely well is the best strategy. It’s a lesson in niche domination.
Is this the future of family gaming?
I’m skeptical of the subscription model’s longevity, but the product itself is fascinating. It proves there’s still a massive, underserved market for simple, active play that doesn’t involve strapping a VR headset to your face. The fact that you can buy it at Amazon, Target, and other retailers shows this is aiming for mainstream, not niche. The bigger question is whether Nex can keep the content fresh enough to justify that annual fee. If they can, they might not just be a flash in the pan. They might have built a whole new category. And honestly, in a world of sedentary screen time, that’s a win worth watching. You can check out their official site or their 2026 roadmap to see where they’re headed next.
