Netflix's Surprising Foray into Gaming

Netflix is well-known for its movies and TV shows, and Xbox Game Pass is synonymous with video games. We don't expect Spotify to offer eBooks, just as Hello Fresh won't be delivering films. This is why it’s easy to forget that Netflix already has a substantial collection of games—96 to be exact! Moreover, they have just announced an ambitious plan to develop 80 more.

During a recent earnings call, Netflix revealed they are working on over 80 new games, with the intention of releasing one new game per month for the foreseeable future. The big question is, will these be games we actually want to play?

Netflix’s current lineup includes some outstanding titles, though it's mixed with some less impressive offerings. Surprisingly, their collection boasts heavy hitters like GTA Vice City, San Andreas, Hades, Dead Cells, and Kentucky Route Zero, along with gems like The Case of the Golden Idol and Oxenfree. Even though the GTA games might not be the best versions, they are free for Netflix subscribers.

The primary confusion arises from how to play these games. Many might assume they would load directly through Netflix, leading to concerns about laggy streaming on a TV app not built for gaming. However, these are all mobile games available on the Netflix app, which install directly from Google Play or the iOS store, running like any other mobile game. This means you can enjoy titles like Oxenfree II, Into the Breach, and Moonlighter right on your tablet.

Netflix Co-CEO Gregory K. Peters noted that while their gaming efforts have exceeded some internal targets, overall engagement remains relatively low. Peters mentioned that the investment in games is still minor compared to Netflix’s total content spend. The goal is to grow engagement to a level where it significantly impacts the business.

Many of the upcoming 80 games are likely tie-in projects for Netflix series, referred to as “interactive narrative games,” which Peters describes as “easier to build.” These will form part of the “Netflix Stories” initiative, designed to link popular shows with related games, potentially driving viewers from watching to playing.

While Netflix has supported some fantastic indie games recently, the shift seems to be moving towards more franchise-linked projects. This might mean games tied to shows like Emily in Paris or Selling Sunset. However, let’s not judge prematurely—they could turn out to be enjoyable.

Netflix’s strategy is based on user feedback, despite the company’s shortcomings in communicating that they offer ad-free, cost-free games as part of their subscription. This move may appeal more to casual viewers seeking casual games. For instance, a Stranger Things match-3 game might attract non-gamers more than hardcore titles like Dead Cells.

This shift still presents a significant opportunity for indie developers, who can work on these projects to fund their passion projects. Though it might not be the continuation of the bold experiment in indie game funding we’ve seen in recent years, it’s still noteworthy.

Ultimately, remember that you don’t need to spend $25 on GTA San Andreas Definitive Edition if you have a Netflix subscription. While not all games are available on Android, Netflix is clearly making strides in integrating gaming into its vast entertainment ecosystem.