TLDR
- Netflix has over 80 games in development, many based on Netflix’s own IP.
- The company plans to release about one game per month in its Netflix Stories series.
- Netflix’s gaming business remains “quite small” but is meeting growth targets.
- The company has released over 100 games so far and is refining its approach based on user engagement.
- Netflix sees games as a way to keep fans engaged between seasons of shows and potentially introduce new storylines.
Netflix, the streaming giant known for its vast library of movies and TV shows, is making significant strides in the gaming industry. With over 80 games currently in development, the company is positioning itself as a serious contender in the interactive entertainment space.
Netflix’s gaming initiative, which began about three years ago, is now entering a new phase of growth. The company has announced plans to release approximately one game per month in its Netflix Stories series, which features interactive fiction games based on popular Netflix series and films.
Recent additions to this catalog include games based on “Virgin River” and “Perfect Match,” with upcoming titles inspired by “Emily in Paris” and “Selling Sunset.”
One of the most anticipated releases is a multiplayer game based on the “Squid Game” universe, slated for launch later this year to coincide with the second season of the hit series. This strategy of aligning game releases with show seasons exemplifies Netflix’s approach to leveraging its intellectual property across different media.
Ted Sarandos, co-CEO of Netflix, highlighted the potential of games to serve “super fandom” and keep subscribers engaged between seasons of their favorite shows. He even hinted at the possibility of using games to introduce new characters, storylines, or plot twists that could materialize in future seasons or sequels of Netflix properties.
While Netflix’s gaming business remains “quite small” relative to its overall content spend and impact, the company reports meeting or exceeding its “aggressive engagement growth targets.” Greg Peters, Netflix’s other co-CEO, emphasized that the company is taking a disciplined approach to scaling its gaming division, iterating and refining its programming based on user engagement data.
To date, Netflix has launched over 100 games, learning valuable lessons about what works and what doesn’t in the process. The company has found particular success with “interactive narrative games,” which are not only popular among users but also relatively easier to develop. This success has influenced the direction of the 80+ games currently in development.
Netflix’s gaming catalog isn’t limited to its own IP. The addition of classic titles like “Grand Theft Auto: The Trilogy – The Definitive Edition” has proven popular among subscribers, demonstrating the platform’s ability to attract both original and licensed content.
The company’s ambitions extend beyond casual and narrative games. Former Halo and Destiny boss Joseph Staten is reportedly working with Netflix on a AAA multiplatform game, signaling the company’s intent to compete in the high-end gaming market as well.
Netflix’s push into gaming is part of a larger strategy to diversify its offerings and keep subscribers engaged on the platform. By providing games without microtransactions or ads (at least for now), Netflix is offering a unique value proposition in the gaming market.
However, challenges remain. As of 2022, it was reported that less than 1% of Netflix’s userbase had played a game on the platform, indicating significant room for growth.
The company will need to continue refining its approach and potentially increase its marketing efforts to drive adoption of its gaming features.
