In a surprising market shift, a quirky family-focused games console has momentarily outsold industry giants like the PlayStation 5 and Xbox Series X/S. The device in question is the Nex Playground, a controller-free system built around motion games, which achieved this feat for one week last month.
The Wii's Spiritual Successor Finds a New Path
Nex CEO David Lee has openly credited Nintendo's revolutionary Wii as the inspiration for the Playground. However, he was quick to highlight a crucial strategic difference designed to avoid the pitfalls he believes the Wii faced. "Nintendo expanded the audience with Wii. When you expand the audience, and they want different things, and they only buy Wii Fit, Wii Sports and not many others… that’s a bit of a problem," Lee told The Game Business.
His solution is a subscription-based ecosystem. The Nex Playground comes with five starter games, but full access to its library requires a Play Pass subscription, priced at $49 for three months or $89 for a year. "It’s very important that we set ourselves up to serve our customer continuously with new innovations, that is how the whole system can sustain," Lee explained, acknowledging that the company is "standing on a giant’s shoulder."
Building a Niche in a Crowded Market
The console's success is notable given its limited availability and scale. Launched in 2023, the Nex Playground is only sold in the US and Canada. Despite this, its sales hit 600,000 units in 2025, a fourfold increase from the previous year. Its $249 (£186) price point and family-friendly focus, an area largely vacated by Sony and Microsoft, are key drivers.
The library, while of a lower production value than AAA titles, is growing. Initially built by Nex's internal studios, half of the 2025 line-up now comes from third-party teams. A significant draw is a roster of officially licensed games featuring characters from major franchises like Bluey, Peppa Pig, and Teenage Mutant Ninja Turtles.
What Comes Next for the Challenger Console?
Interest from external developers is rising. "It’s gone from us knocking on the door and the door doesn’t even open, to them coming to us," said Lee, expressing gratitude for the shift. An international expansion is planned for next year, with the UK a likely candidate.
While still a niche product, the Nex Playground demonstrates a viable market for affordable, accessible family gaming. If it secures more developer support and succeeds in its global rollout, it could become a persistent challenger for an audience overlooked by the high-end console war.
