Hatch Entertainment is a Finnish company that is a spin-off of Rovio and they’re behind the new mobile app, Hatch. The app is being called the “Netflix of mobile gaming”, focusing on allowing gamers to stream mobile games from within the app.

Now typically, most people would ask “What’s the point of an app that allows you to stream other gaming apps if you can just get the apps for free from Google Play?”, and that would be a very astute question to ask. The solution that Hatch supposedly provides is that you no longer have to purchase premium gaming apps, and the gaming apps that are typically free can be played without having to make in-app purchases. So essentially, Hatch removes the need for microtransactions.

I can imagine some head nods and some “Ohhhh”s popping out of the mouths of some readers.

Hatch has launched with support from Ubisoft, Square Enix and Taito, and they hope to add more publishing studios to the mix. The app currently supports Hitman GO, Lara Croft GO, Deus Ex GO and Hitman Sniper.

The on-demand service also has a total of 100 games that are fully featured on the streaming service, with the press release claiming that there are no “no in-app purchases” and that there are “no limits”. It also takes a few cues from the Xbox One and PS4, allowing gamers to take snapshots and quick-clips and share them with friends and family.

The cloud-based service also supposedly takes up “significantly less” bandwidth usage than HD video streaming. It currently operates on an ad-based service, but will eventually open up a subscription option that is ad-free.

According to Hatch founder and CEO, Juhani Honkala, they decided to launch first in the U.K., and Ireland, and they have plans on launching outside in other regions as well. If you live in the U.S., or South America or Asia, you can register over on the official website in hopes of being selected for early access open beta testing.

I can’t really say how long this service will last because we’ve seen plenty of other cloud-based streaming services come and go. Most mobile gamers are casuals and don’t really care too much about gaming to dedicate any significant amount of time or money to the pastime. So we’ll see if Hatch can manage to do what others like OnLive couldn’t.