Fetch TV has announced its foray into interactive entertainment with the launch of Fetch Games, a new product offering 30 free, family-friendly games to its user base.
The initiative, powered by a partnership with Play.Works, aims to expand the platform’s engagement beyond traditional streaming and live TV. This move signifies Fetch TV’s “Fetch 2.0” strategy, focusing on delivering enriched and value-added entertainment experiences to Australian households.
Expanding Fetch TV’s role in the digital home
Fetch TV, established in 2008 in Sydney, has cemented its position as a leading Australian-owned entertainment and in-home media technology platform.
The company’s hybrid RDK and Android Open Source streaming technology, coupled with its user interface and monetisation engine, has garnered global recognition. With backing from major shareholders, including Telstra, Fetch TV is on a trajectory to reach three million Australians by 2030.
The platform boasts significant engagement, with nearly two million unique users and over four hours of daily engagement per household. This launch into gaming represents a strategic evolution, broadening its offerings beyond traditional content aggregation.
The power of Play.Works in CTV gaming
Fetch’s gaming expansion is powered by Play.Works, the world’s largest provider of CTV games and original TV channels. With a portfolio of over 400+ games, Play.Works has successfully merged interactive entertainment with television, engaging audiences with a mix of originals and beloved titles from brands like Atari, Crossy Road, Trivia Crack, and Tetris.
In addition to gaming, Play.Works also operates AVOD and FAST video channels, featuring top content creators such as Jordan Matter, Khaby Lame, and Ninja Kidz TV, ensuring a diverse range of entertainment options for Fetch users. With a reach of over 400 million homes, Play.Works is a leader in bringing gaming to the CTV landscape, aligning perfectly with Fetch TV’s strategy to enhance engagement and audience retention.
Driving audience engagement
Dominic Arena, CEO of Fetch TV, emphasised the strategic importance of the launch, stating: “Fetch Games marks a significant step in the realisation of our ‘Fetch 2.0’ strategy. In our mission to deliver richer, more affordable, and value-added entertainment experiences to Australian families, we are expanding the way customers engage with their TV, beyond traditional streaming and live TV. Fetch Games underscores our commitment to deliver an all-in-one entertainment platform that fosters memorable family moments through engaging, fun-filled experiences.”
What Fetch Games offers consumers and advertisers
The new service provides a diverse range of entertainment options, all accessible at no additional cost to Fetch customers, whether direct or through ISP resellers. The initial offering includes 30 family-friendly games, spanning classic arcade titles to strategic puzzles, designed to cater to a broad spectrum of user preferences.
A key feature is the ease of access; users can play directly with their Fetch TV remote, eliminating the need for additional controllers or installations. The games are seamlessly integrated into the Fetch user interface through a dedicated “Games” section, automatically activated on compatible devices with an active internet connection.
This frictionless experience aims to provide instant entertainment, encouraging engagement and fostering family interaction. Fetch TV has also indicated that the gaming library will continue to expand, bringing a wider variety of high-quality interactive games to Australian homes in the coming months, ensuring ongoing engagement and value for its users.