How to build a Cloud Gaming catalogue that retains users

As TV operators look to optimize their entertainment offering for customer loyalty and average revenue per user (ARPU), cloud gaming is emerging as a powerful value-add. It creates new loyalty for bundled services, attracts younger viewers, maintains the operator as the hub of entertainment in the home, and taps into growing demand for digital interactivity, all without requiring a gaming console.

>> Download: “How to easily integrate a Cloud Gaming solution: A Guide for Telcos”

But what determines long-term success is retention, and that starts with building the right game catalogue.

At Wiztivi, we’ve helped leading operators bring cloud gaming to the big screen, working closely on game porting, user experience, and service design. In this article, we draw on that experience to share key principles for building a game catalogue that engages your audience and keeps them coming back.

In this article, we cover the following key topics:

1. Why game choice matters in Cloud Gaming UX
2. Why game control compatibility is more than a nice-to-have
3. Balancing the gaming catalogue: Casual vs big name games
4. Designing for local preferences and cultural impact
5. Keep it fresh with regular rotation of your games catalogue
6. Get the catalogue right, and retention will follow
7. Want to see how leading operators are building engaging catalogues?

1. Why game choice matters in Cloud Gaming UX

Cloud gaming for TV isn’t about replacing a PlayStation or high-end gaming PC, so you’re unlikely to be looking at licensing FIFA or Call of Duty games. It’s about serving a different audience, one that may never have picked up a controller before but is open to discovering gaming through the TV they already use every day.

This is where casual, family-friendly cloud games shine. These are games that can be picked up quickly, played in short bursts, and enjoyed by multiple age groups in the same household. They don’t require long tutorials or fast reflexes to get started, just a bit of curiosity and a remote control.

Popular franchise games with recognizable IP (e.g. from Lego or Disney) are an important element of drawing in users, but a key trend we’ve seen in the market is this: users come for the big brand titles, but they stay for the casual games. Big-name games help generate awareness and initial uptake, but the ones users return to day after day are often far simpler. That’s why designing a correctly balanced catalogue is so critical to user retention.

2. Why game control compatibility is more than a nice-to-have

For first time users, reducing friction is everything. If they need to buy extra hardware just to try a game, most of them won’t. That’s why a selection of remote control-compatible cloud games is an essential part of the catalogue. It doesn't have to be every game, but having a solid base of remote-accessible options allows all users to start playing instantly, using the device they already have in their hand.

To make this work well, the game experience may need to be tailored to support remote inputs if it’s not already compatible. That could mean adapting menus, tweaking controls, or simplifying gameplay elements. While this can sound like a heavy lift, it doesn’t have to be, especially if you work with a TV UX specialist like Wiztivi, who has already ported and optimized hundreds of games for this use case.

Another option gaining popularity is using a mobile phone as a controller, which unlocks local multiplayer experiences and turns any phone into a virtual Gamepad. This is particularly appealing for party-style or family games.

Over time, many users do transition to using a Gamepad for a deeper gaming experience. For that reason, it’s important to support multiple controller types so users can make use of any hardware their household already owns. Many operators also make it easy for users to purchase a Gamepad through their own platform, improving gameplay at the same time as they open a new monetization stream.

3. Balancing the gaming catalogue: Casual vs big name games

Of course, there are a range of practical considerations that must be made when selecting your gaming catalogue. The high-profile, franchise games tend to be expensive to license and may require minimum guarantees. Because they typically have high quality graphics and longer gaming sessions, they will also put more demand on your infrastructure, especially if hosted in the cloud. Casual games, on the other hand, are less resource-intensive, appeal to broader audiences, and tend to be available on more flexible commercial terms.

So, what’s the winning formula when it comes to setting your cloud gaming catalogue strategy? In our experience, it’s not about the volume of games so much as balance.

We typically recommend the following mix:

• 5–10% branded titles with name recognition and visual appeal to draw users in.
• Around 50% casual games that are accessible, quick to learn, and often family friendly.
• Mid-tier or “AA” games to make up the rest of your catalogue, ensuring you offer depth without the complexity or licensing burden of recognizable, franchise-led titles.

Operators should also be cautious about going too broad. A catalogue with 500+ games sounds impressive but for many users, it’s overwhelming. A curated selection of well-chosen titles, updated regularly, typically performs better than an endless scroll.

4. Designing for local preferences and cultural impact

When it comes to game catalogue design for telcos and TV services, context matters. The types of games that resonate in one country may not land in another. Take Farming Simulator, for example. It’s a massive hit in France, but less popular elsewhere. In the UK, games based on Peppa Pig or other culturally popular kids’ characters seem to have a broader appeal. In other markets, racing games or puzzle titles dominate.

The best way to uncover these preferences? Start by surveying your existing users. And delve into the data from your VoD ecosystem. What cartoons are children watching? What genres perform well with teens or adults? Aligning your game catalogue with your existing entertainment offering allows for cross-promotion and greater user relevance.

5. Keep it fresh with regular rotation of your games catalogue

A static catalogue can quickly feel stale, especially for repeat users. That’s why we recommend a rotation strategy that introduces 3–4 new games per month. Rotate-out some of the lower performing games each month to maintain that magic mix we just outlined.

This keeps the experience fresh, signals ongoing investment to users, and offers opportunities for seasonal or themed promotions. At the same time, it avoids bloating the catalogue or exceeding server capacity, especially important for cloud-hosted environments where more titles may mean higher ongoing costs.

At Wiztivi, we’ve helped operators plan and implement game rotation schedules that balance novelty with infrastructure efficiency, ensuring that users always have something new to explore.

6. Conclusion: Get the catalogue right, and retention will follow

Creating a successful cloud gaming service isn’t about launching with the most games, it’s about launching with the right ones. That means:

• Focusing on family-friendly, remote-compatible games that lower the barrier to entry,
• Supporting Gamepad evolution with purchase options and multi-device compatibility,
• Balancing branded, casual, and mid-tier titles based on your budget and infrastructure,
• Localizing your game mix to reflect regional tastes and VoD tie-ins,
• Rotating titles regularly to keep users engaged.

At Wiztivi, we understand the unique challenges TV operators face, and we bring deep experience in both TV operator gaming UX and catalogue development to help you get started faster.

7. Want to see how leading operators are building engaging catalogues?

Download our Cloud Gaming Integration eGuide or Monetization eGuide to learn more.

Coming soon: Our next blog on Cloud Gaming Monetization Strategies, covering subscription models, hardware sales, and what works (and what doesn’t) for pay-TV operators. Follow us on LinkedIn to be notified when it’s published and be among the first to read it!

Or you can speak to our experts about the topics raised in this blog.