Netflix Forays Into Gaming With More Than 80 Games In Development

In a recent earnings call, Netflix revealed that it has more than 80 games in development and they might release one new game per month.

Netflix is the great purveyor of binge-worthy series and blockbuster movies. But soon, it will transform into a simultaneous gaming juggernaut.

Netflix’s gaming division has been brewing behind the scenes for about three years now. And while its impact on the overall business might currently be modest, the company’s plans are anything but. At the moment, Netflix has over 80 games in development. Until now, streaming and gaming have remained two separate processes. The company is interested in combining them to provide a more immersive experience to the superfan.

Netflix dips its toes into gaming

Let’s start with the why. Greg Peters, co-CEO and president of Netflix laid it out clearly during the latest earnings briefing. The global gaming market, excluding major players Russia and China, generates a staggering $150 billion annually. That’s a colossal pie, and Netflix wants a slice. But it’s not just about the money. Netflix wants to prepare a complete entertainment package.

A superfan is not satisfied with watching the show. So games based on their favorite films will become another immersive experience. Imagine playing a game based on your favorite Netflix series, with no intrusive ads or microtransactions to disrupt your experience. That’s the promise Netflix is making. However, Peters didn’t shut the door entirely on ad-based gaming, hinting that it might be part of their strategy in the future. At the moment, the focus is on providing an uninterrupted gaming experience.

Netflix’s approach to gaming has been cautious yet strategic. The company’s initial investment in gaming is relatively small compared to its overall content budget. But don’t take this the wrong way, because the growth potential is enormous. Less than 1% of Netflix’s userbase have tried a game on the platform, a figure that might seem underwhelming at first glance. But remember, this is just the beginning. Peters emphasized that starting slow was always part of the plan. The goal is to grow steadily and surely, calibrating investments with the business impact.

Since its gaming launch, Netflix has released over 100 games. These aren’t just random titles thrown into the mix but carefully selected and developed games that offer unique experiences. Netflix has learnt much from this journey. They have come to understand what works and what doesn’t. The company is involved in an iterative process of developing their games and each time, they get closer to hitting the nail on the head.

Interactive narrative games have emerged as a favorite among Netflix users. These games are not only engaging but also relatively easier to develop. Think about the hit series “Virgin River” and “Perfect Match.” In such cases, video games as well as films have become particularly popular. The potential here is evident and Netflix is not missing it.

Starting this month, Netflix will launch a new game every month into its Netflix Stories app. And these aren’t just any games. We’re talking about titles based on beloved shows like “Emily in Paris” and “Selling Sunset.” The excitement doesn’t stop there. Peters said that many different types of games are currently in the pipeline. In the coming quarters and years, they will be featured in step-by-step launches.

Different Games Coming on Netflix

Ted Sarandos, Netflix’s other co-CEO, is enthused for this venture. For Sarandos, games are just a different form of fan engagement. Imagine being able to dive into a game that expands on the storyline of your favorite show. Perhaps new characters and plot twists could be introduced in the video game that would come in the next season. Two opposite sides of interaction come together in this: passive viewing and active participation.

Among Netflix’s upcoming game releases, a multiplayer game based on the wildly popular “Squid Game” series is generating buzz. It is scheduled to launch alongside Season 2 of the show and it’s bound to be a great occasion for Netflix Games. And there’s more. Netflix has roped in industry veterans like Joseph Staten, known for his work on “Halo” and “Destiny,” to develop a AAA multiplatform game. We know things are getting serious when Netflix is trying to take on the gaming giants.

One of Netflix’s most high-profile releases to date is “Grand Theft Auto: The Trilogy – The Definitive Edition,” which hit the catalog at the end of 2023.

As Netflix prepares for the next stage in its journey, one thing is clear: the lines between streaming and gaming are becoming increasingly blurred. Netflix isn’t just about watching anymore. Superfans can immerse themselves in a universe where stories come alive.

So, whether you’re a casual viewer, a hardcore gamer, or somewhere in between, get ready for a new dawn in entertainment. Netflix is here to change the game, quite literally.