On Thursday, the connected TV device maker unveiled the latest update to Roku OS, which introduces a new experience called Roku Labs that allows U.S. customers to access experimental apps made by the company.
Initially, users will see apps for tracking the weather, stocks, and a new game called Roku Dash.
The additions suggest Roku is increasing its investment in what could turn out to be monetizable first-party apps that put the company at the center of connected households.
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Roku is turning your TV into its own testing grounds. On Thursday, the connected TV device maker unveiled the latest update to Roku OS, which introduces a new experience called Roku Labs that allows U.S. customers to access experimental apps made by the company.
These still-in-development apps will be accessible through a new tile on Roku’s Home Screen. Initially, users will see apps for tracking the weather, stocks, and a new game called Roku Dash. The latter involves customers flying a UFO across “Roku City,” the company’s default screensaver of a neon purple and pink city skyline, interspersed with references to pop culture and ads.
The additions suggest Roku is increasing its investment in what could turn out to be monetizable first-party apps that put the company at the center of connected households. Today, the streaming device and TV maker competes with often more advanced AI-powered connected TV products from rivals like Google and Amazon, powered by their assistants, Gemini and Alexa+.
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