Netflix has been steadily dipping its toes into gaming. Two years after introducing Netflix Games within its existing subscription service, the company is exploring ways to turn its gaming venture into a profitable segment. This initiative, highlighted in a Wall Street Journal report, reveals the streaming giant’s internal discussions about potential revenue strategies for its gaming arm.
Netflix had 86 games on its platform before the year 2023 ended
Netflix Games has offered an ad-free gaming experience at no extra cost for all Netflix members. As of the end of 2023, the platform boasted 86 games, with an additional 90 in development. Notable additions include popular third-party titles like the GTA Trilogy and in-house creations like Oxenfree 2. Despite this impressive lineup, the service has yet to see significant engagement from Netflix’s subscriber base. A year after its launch, less than 1% of subscribers were playing games on Netflix, and this figure hasn’t shown much improvement, even with the expanded game library.
The lukewarm response hasn’t deterred Netflix from investing heavily in this venture. The company has spent around $1 billion on building its gaming business, acquiring studios like Night School Studio and collaborating with renowned developers.
To monetize its gaming platform, Netflix is considering several options. These include introducing in-app purchases, charging extra for specific games, or embedding games with ads in the new Netflix ad-supported tier. Any of these steps would represent a significant departure from the current model.
Beyond direct monetization, Netflix is also exploring innovative ways to attract gamers. For instance, code found within the Netflix app suggests the company is experimenting with TV gaming, using smartphones as controllers. Cloud gaming is another area of interest, as indicated by recent job listings.
For now, these strategies remain under discussion. Netflix’s immediate plan for the new year includes launching new games like Cozy Grove: Camp Spirit, Sonic Mania Plus, Hades, Game Dev Tycoon, a game based on the Rebel Moon film, and a title set in the Squid Game universe.
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