New Delhi, Sept. 16 -- Video streaming platforms are increasingly experimenting with gaming by building their own solutions or partnering with gaming companies to boost user engagement and time spent on their apps.

The goal is to keep audiences engaged even when they aren't watching a particular show or film, and extend a viewer's journey on the app beyond passive watching. Entertainment industry experts say the move also helps explore a new category of intellectual properties (IP) that can be monetized by these platforms in the long term.

Global players like Netflix and homegrown services such as Chaupal and Prasar Bharati's WAVES have added casual games within their apps. Actor Ajay Devgn's newly launched Lens Vault Studios also plans...