Roku is introducing a new interactive experience called Roklue that turns aimless channel browsing into a pop culture game designed to help users discover new shows and movies.
According to Roku, the Roklue experience launches right from your home screen and requires no downloads or setup. The first edition, titled ‘Roklue: Awards Season’, will begin on March 7 and will feature the most important moments and famous films in the history of Hollywood awards ceremonies. In this experience, players can answer trivia questions and immediately start playing that show or movie.
Roklue builds on Roku’s existing trivia features but adds rich interactivity and direct links to the platform’s shows and movies. This approach reflects the broader trend in streaming to gamify part of the experience and give users a reason to explore beyond their typical watch list.
Lisa Holme, head of content at Roku Media, said of the feature, “At Roku, we’re creating experiences you can’t get anywhere else with streaming that is interactive, fun, and based on the breadth of content on our platform. Roklue will connect streamers to shows and movies in a way that makes discovery feel like play, not work.”
More themed experiences will follow
Roku says the experience will evolve with new editions based on different themes. Following the awards-focused edition, the company plans to roll out new themes tied to other major cultural events throughout the year, giving viewers new ways to test their pop culture knowledge while discovering new content.
Similar strategies have been experimented with on other platforms before. While Netflix has offered interactive stories and quiz-style experiences in the past, Amazon Prime Video has implemented X-Ray quizzes to keep viewers engaged. Roku’s Roklue takes this one step further by combining quizzes, interactivity, and instant access to content, turning searches into games right on your home screen.