Peacock Adds Mobile Games and AI Video Features in Major App Overhaul

Peacock pulled back the curtain on its most ambitious product overhaul yet at a media briefing held at NBCUniversal's 30 Rock headquarters, where Matt Strauss, Chairman of NBCUniversal Media Group, laid out a strategy to transform the streaming app into something closer to a TikTok-meets-casual-gaming hybrid than a traditional video platform.

The centerpiece announcement was "Your Bravoverse," an AI-powered vertical video experience built around Bravo's reality TV ecosystem and narrated by a digital avatar of host Andy Cohen. The feature, launching this summer on mobile before expanding to connected television, uses behavioral data gleaned from every swipe, click, and scroll to personalize what users see in real time. According to the company, the underlying system can generate more than 600 billion potential viewing combinations. It will be featured prominently on Peacock's home page and within a new vertical video section in the app's main navigation.

The gaming push is equally aggressive. Peacock partnered with Wolf Games, an AI gaming startup co-founded by Elliot Wolf, the son of Law & Order creator Dick Wolf, who also backs the company. NBCUniversal announced that partnership in October to build immersive games involving gathering clues and using an AI assistant to solve crimes. Two titles are now confirmed: Law & Order: Clue Hunter, a mystery-solving game debuting this spring, and Public Eye, an interactive narrative experience arriving this summer. A Jeopardy! mini-game is also coming this spring, featuring daily trivia rounds, streak challenges, and shareable results written by staffers from the show's production team. Strauss framed the games as an extension of the viewing experience rather than a separate destination: when a viewer finishes Law & Order, Peacock can surface a game, a podcast, or a personalized vertical feed instead of a standard watch recommendation.

The gaming infrastructure is not starting from scratch. Peacock already has a Wheel of Fortune game that has attracted 500,000 players since launch, alongside a title called Daily Swap. The new additions reflect a broader shift in how the platform is thinking about engagement. Strauss said consumers typically choose streaming services on price and content alone, but with these updates "we see the opportunity to expand that to price, content and experiences," calling the announced features just the "tip of the spear."

Vertical live sports round out the overhaul. Peacock is experimenting with fully vertical-format live sports broadcasts, with NBA games called out specifically, a format Deadline described as a first for any U.S. streamer. The company cited data from the 2026 Winter Olympics showing that 20 percent of viewers who watched highlight clips navigated directly to the associated live event, a conversion rate that apparently validated the short-form-to-live-stream funnel. Vertical video feeds tied to NBC content, including a continuous swipe experience for Saturday Night Live sketches with a one-tap jump to full episodes, are planned for later this year.

All of this is unfolding against a complicated financial backdrop. Peacock grew to 44 million subscribers after sitting at a plateau of 41 million for three consecutive quarters, but the streamer posted a $552 million loss in Q4 2025. The AI and mobile-first bet is clearly aimed at deepening time-spent metrics and subscriber data quality rather than a quick subscriber count bump. Peacock previously ran a similar AI experiment during the 2024 Summer Olympics, offering personalized 10-minute daily recaps narrated by an AI voice modeled after Al Michaels. The Bravoverse launch this summer will show whether that kind of AI-driven personalization can scale beyond a one-time sports event into an everyday engagement loop.