# Roku launches experimental apps hub for TV platform New Labs feature lets users test in-development apps alongside streaming bundles - **Source:** [TechCrunch](https://techcrunch.com) - **Published:** 2026-09-17 - **Original article:** - **On Brifing:** https://brifing.si/s/c4bd2945-0e13-49ce-901c-63228c04209b ## Experimental apps platform Roku introduced Roku Labs, a new section in its TV OS that gives U.S. customers access to experimental apps currently in development. Initial offerings include weather tracking, stock monitoring, and a UFO-themed game called Roku Dash set in the company's signature neon cityscape. This marks Roku's push into creating proprietary apps beyond its traditional streaming device role. ## Gaming integration strategy The Roku Dash game incorporates the company's recognizable 'Roku City' screensaver environment, blending gameplay with brand elements. Players navigate a UFO through the virtual cityscape filled with pop culture references and advertisements. This gaming venture represents Roku's exploration of engagement beyond passive viewing. ## Competitive positioning Roku's move comes as competitors like Google and Amazon advance their AI-powered TV platforms with assistants like Gemini and Alexa. By developing first-party apps, Roku aims to establish deeper household integration beyond being just a streaming hardware provider. The experimental apps could lead to new monetization channels. ## International expansion Alongside Labs, Roku is rolling out personalized Home Screens in Mexico and Brazil with localized content and recommendations. The company is adapting its interface for regional preferences, indicating a strategic focus on expanding its global footprint in competitive streaming markets. ## Voice assistant upgrades Roku's Voice assistant now handles weather-related queries, expanding its functionality beyond basic commands. This enhancement aligns with broader industry trends toward more conversational TV interfaces, though still lags behind comprehensive AI assistants from tech giants. ## Streaming bundle strategy Roku introduced mix-and-match subscription bundles in the U.S. and Mexico, combining smaller services like AMC+, Fox ONE, and Starz. These curated packages offer cost savings compared to individual subscriptions, targeting budget-conscious consumers overwhelmed by streaming fragmentation. ## Developer ecosystem play Roku announced open-sourcing its remote control software (Roku LT OS), potentially enabling third-party developers to create compatible applications and devices. This move could foster an ecosystem around Roku's platform beyond its first-party offerings. ## Strategic implications Roku's multi-pronged update signals a transition from hardware-focused to platform-centric strategy. By combining experimental apps, international personalization, and developer tools, Roku aims to secure its position in increasingly competitive connected TV space against deep-pocketed tech rivals. ## Sources covering this story - https://techcrunch.com/2026/09/17/rokus-new-labs-hub-brings-experimental-apps-to-the-big-screen/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._