Why Roku Isn't Going After Gamers

摘要

When Amazon.com, Apple, and Google released updated versions of their streaming devices this fall, all three companies pitched them as a way to play video games on TV. Roku is doing the opposite. While discussing the company's strategy shortly before the Oct. 6 release of the Roku 4, Chief Executive Officer Anthony Wood had to be pressed to even mention gaming. "Our attitude on gaming is that it's a feature, not a strategy," Wood said. Roku has offered some games for years, but the CEO said he doubts his company's hardware or any of its direct competitors will make much headway with hard-core gamers. Microsoft Xbox and Sony PlayStation consoles will continue to win over the gaming elite, according to Wood, and there simply isn't enough overlap between casual smartphone games and Call of Duty to convert mobile gamers into the couch-bound variety. "We think the middle ground of streaming players offering games is not really a viable market," he said.