Introduction
The company behind the UK's newest video game console is not focused on the latest high-end graphics or hardware specifications.
David Lee, chief executive of US technology firm Nex, explains that its cube-shaped device, the Nex Playground, is designed primarily to encourage children to be physically active.
The Playground will launch in the UK and Ireland on 22 June. Unlike traditional consoles, it eliminates the need for controllers by using body movements tracked through artificial intelligence and a built-in camera.
The device, relatively unknown in the gaming industry, made a surprising impact when research firm Circana reported it was the third best-selling console in the US during Black Friday 2025, outselling both the Xbox Series S and X.
While motion-controlled gaming is not a new concept—Nintendo's Wii was introduced in 2006—concerns about children's passive screen time remain a significant issue for many parents and policymakers.
Prior to the UK launch, I interviewed parents in the US who already own the console and personally tested the device to evaluate its functionality and potential fitness benefits for families.
Up-front Cost and Subscription
The Playground will be priced at £269 (€319) when it becomes available in the UK and Ireland.
Users receive five starter games at no additional cost, but accessing the majority of the Playground's library of over 60 games requires a subscription. The game selection includes collaborations with child-friendly franchises such as Peppa Pig.
The subscription options are £90 annually or £45 quarterly.
Nick, a parent from Louisiana who has owned the Playground for six months for his three- and five-year-old children, identified the subscription fee as his "biggest hesitancy" during his initial research.
"But when you consider the fact that a single Switch game costs about $70 or $80, it's really not too egregious," he said.
Brian, a Philadelphia parent who purchased the device a month ago for his six-year-old son, shared a similar perspective.
"I do think there's plenty of value here, especially when you consider the dollars per hour of this activity versus many others," he said.
Getting Set Up and Moving About
Corey, a parent from North Carolina who acquired the device a month ago for his seven- and four-year-old children, described the initial setup as "extremely smooth," noting the interface was straightforward and user-friendly.
The system employs AI and a wide-angle camera to track 18 points on the player's body, generating an on-screen avatar that mirrors the user's movements.
Brian observed that the camera tracking technology occasionally felt "a little lacking" and less precise compared to earlier motion-gaming systems such as the Nintendo Wii or Xbox Kinect.
During my own experience, the camera quickly adapted to my living room space, allowing me to interact with games like Fruit Ninja by slicing virtual fruit with my hands and to engage in rhythm-based challenges like Starri, which features the song "Take On Me" by A-ha.
While Corey noted that some games felt "like tech demos," he found others to be more fully developed.
"The subscription lets me not worry about any of that and just dive into whatever my family wants to explore," he said.
Given the device places a camera inside users' homes, Lee emphasized that player privacy is the company's "number one priority."
"The camera is only for tracking motion; we don't save the video anywhere; it is processed in real time, locally on the device, rather than in the cloud," he said.
The Playground holds a kidSAFE+ COPPA certification, indicating compliance with the Children's Online Privacy Protection Act (COPPA), a US law governing how companies collect and use personal data from children under 13.
The camera includes a lens cover, and parents have the option to restrict access to games or music they deem inappropriate for their children.
The Screen Time Dilemma
The Playground positions itself as "an alternative to passive or open-ended digital entertainment" amid ongoing national discussions about children's screen time habits.
However, users still view a television screen while playing, so the benefits may be more of a "compromise to have them get up and moving," according to Nick.
Parents I spoke with reported that their children typically played on the console for sessions lasting between 30 minutes to an hour. The games often served as a transition into other activities or provided structured playtime.
Brian noted that although acquiring the Playground meant accepting "increased screen time," the games promoted active engagement "in a way typical cartoons or movies were unable to."
Regarding my own experience, I found that three of the starter pack games required only limited arm movement, while the rhythm game and a set of mini-games involved more full-body activity.
The full Play Pass subscription includes a "Health & Fitness" category featuring sessions such as daily Zumba workouts, complete with an on-screen instructor guiding movements synchronized to music.
While it was unclear whether I executed every motion perfectly, the activities did encourage increased movement and felt more convenient than attending a gym class.
Although the Nex Playground may not compete directly with major consoles due to its specific target audience, its strong sales during Black Friday demonstrate its market viability.
Nex reports that since its launch in December 2023 in the US and Canada, the cube has sold over one million units.
Chris Scullion, deputy editor of Video Games Chronicle, who purchased the device seven months ago for his daughter, commented on its market position.
"The device would probably never realistically challenge something like the Nintendo Switch 2, which also targets families and children and had sold over 17 million units by the end of 2025," he said.
"But the system's clear family focus could make it a more compelling offer for parents looking for a modern Wii Sports or Wii Fit replacement."
Alongside the UK and Ireland launch, Nex announced a multi-year partnership with Wrexham AFC. This collaboration will feature Nex branding on the club's kit sleeves, fan engagement activities at the Racecourse Ground, and community programs.
If successful, Nex Playground's greatest achievements may lie not in competing with traditional consoles but in fostering new ways for families to play, connect, and spend time together.
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