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Netflix Gaming Is As Confusing As Ever
- Netflix hasn't had much luck with its gaming ambitions and recent reports suggest it is shifting its focus to more conventional and established games rather than indie games.
- In 2021, Netflix purchased Oxenfree maker Night School Studio and made high-profile niche plays for bespoke games. However, less than 1% of Netflix subscribers were actually playing the 'free' games included with their paid subscriptions.
- Instead of indie offerings like Oxenfree, Netflix’s top downloaded games have been things like the GTA Trilogy and Squid Game: Unleashed.
- Netflix is now focusing on offering best-in-class titles like immersive, narrative games based on our IP, socially engaging party games, games for kids and mainstream established titles like Grand Theft Auto.
- This apparent retreat into licensed games dovetails with Netflix’s recent pivot away from a number of previously announced deals for adding indie games to its subscription library, raising concerns about possible fumbles in the strategy.
- Netflix was focused on making its gaming more profitable, including higher prices, adding microtransactions, and exploring in-game ads.
- At the beginning of 2024, just a few years into its own gaming initiative, Netflix was already focused on how to make its gaming more profitable.
- If Netflix can figure out how to make it work, there's potential in gaming but for now, it appears more interested in bringing more live events and sports than creating home-grown critically-acclaimed games.
- For Netflix, it seems gaming is as confusing as ever.
- As Netflix continues to recalibrate its gaming strategy, it remains to be seen whether it can create any impact in this ecosystem.
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