In the US, the post-Thanksgiving Black Friday season is the retail equivalent of a feeding frenzy. While gaming hardware usually follows a predictable script, this year threw a curveball. Amidst the usual suspects, a motion-control console known as the 'Nex Playground' has muscled its way into the conversation.

Mat Piscatella, Executive Director at the US market research firm Circana, took to Bluesky on the 7th to shed some light on the Black Friday sales data. The figures are telling: the PS5 claimed the top spot with a 47% market share, followed by the Nintendo Switch 2 at 24%. Sitting in third place, capturing 14% of the market, is the Nex Playground.

While the dominance of the PS5 and Switch 2 was expected, the real story here is the absence of Xbox. It is quite a blow for the native US giant to be pushed out of the top three during the most lucrative shopping week of the year. It seems the rise of the Nex Playground and the rather noticeable decline of Xbox have collided to produce this surprising result.

Developed by the Nex Team and launched in December 2023, the Nex Playground is a home console that ditches the traditional controller. Much like the old Xbox Kinect, it relies on motion sensing. It is clearly marketed towards families with young children, boasting a library of casual games and a relatively accessible price tag of around 250 dollars (approximately 367,000 KRW).

The system relies on partnerships to keep the little ones entertained. It comes pre-loaded with five titles, including Fruit Ninja, and offers an expanded library through a subscription model. By opting for their 'Play Pass', users gain access to a full catalogue of games developed in collaboration with partners like Hasbro, Mattel, and Paramount. A three-month subscription will set you back 49 dollars (approximately 72,000 KRW), while a full year costs 89 dollars (approximately 130,000 KRW).

Given its success last year, where it saw consistent sell-outs at major US retailers during the Black Friday window, its continued strength this year is a trend worth watching.