A new video game console, the Nex Playground, is set to launch in the UK and Ireland on June 22nd, priced at £269. Developed by American technology firm Nex, the device distinguishes itself from traditional consoles by prioritising physical activity over advanced graphics. Its cube-shaped design incorporates AI and a built-in camera to track players' body movements, eliminating the need for handheld controllers and encouraging children to be active while playing.
The console's approach to gaming, which focuses on motion tracking, builds on concepts seen in earlier systems like the Nintendo Wii. However, it aims to address contemporary concerns surrounding children's screen time by offering an engaging alternative to passive digital entertainment. The Nex Playground gained notable attention in the US market, where it reportedly became the third best-selling console during Black Friday 2025, according to research firm Circana, outselling established devices like the Xbox Series S and X.
While the initial purchase cost is £269, access to the majority of the console's extensive library of over 60 games, including popular children's franchises like Peppa Pig, requires a subscription. A yearly games subscription is priced at £90, with a quarterly option available for £45. This subscription model has been a point of consideration for some US parents, though many view it as offering good value when compared to the individual cost of new games for other consoles.
David Lee, CEO of Nex, has emphasised that player privacy is a paramount concern for the company. He stated that the camera is used solely for motion tracking, with video data processed in real-time locally on the device rather than being stored or uploaded to the cloud. The console holds a kidSAFE+ COPPA certification, indicating compliance with the US Children's Online Privacy Protection Act, which governs the collection and use of personal data from children under 13. Furthermore, the device includes a physical lens cover and offers parental controls to hide certain games or music.
For UK businesses, the Nex Playground represents an emerging segment in the entertainment and technology sectors, potentially creating opportunities for retailers and content developers. For consumers, particularly parents, it offers a new option for interactive entertainment that aims to blend screen time with physical activity. The underlying AI technology, which tracks 18 points on a player's body to create an on-screen avatar, highlights the increasing integration of artificial intelligence into consumer products. While concerns about camera precision have been noted by some users, the overall aim is to provide a fun, active experience.
The regulatory landscape for AI and data privacy, particularly concerning children, is robust in both the UK and EU. The UK Information Commissioner's Office (ICO) has stringent guidelines on children's data and online safety, while the EU AI Act, though primarily focused on high-risk AI, sets a precedent for responsible AI development and deployment. This context underscores the importance of the privacy measures implemented by Nex, ensuring the device aligns with evolving data protection expectations for UK families.
Source: Nex, Circana