Why Roku Isn't Going After Gamers

When Amazon.com, Apple, and Google released updated versions of their streaming video devices this fall, all three companies pitched them as a way to play video games on TV. Roku is doing the opposite. In an interview ahead of the Roku 4 release on Tuesday, the company's chief executive didn't even mention gaming as he explained Roku's strategy.

Roku has offered some games for years, but CEO Anthony Wood doubts that Roku or any of its direct competitors will make much headway with gamers. “Our attitude on gaming is that it’s a feature, not a strategy," Wood said when asked about gaming specifically. He thinks that Xbox and Playstation consoles will continue to win over the gaming elite and doesn’t see much potential for converting mobile gamers into the couch-bound variety. “We think the middle ground of streaming players offering games is not really a viable market,” Wood said.