Netflix’s Push Gaming Begins on Mobile, Will Be a “Core Part of Its Subscription Offer”


Netflix is ​​coming into play, really. In its quarterly letter to shareholders, the video streaming service announced that it is currently in the “early stages” of expanding into games. On the earnings call, Netflix founder and co-CEO Reed Hastings said they’re “pushing,” while COO and product manager Greg Peters called games a “core part of our offering. subscription “. Netflix will start with mobile games – since most of its members have phones, and the platform has many developers – that will pull its existing movie and TV properties, but will also license games from elsewhere to build its catalog, such as ‘and face on the entertainment front. Netflix will also see standalone games, Peters said, which could one day become an original Netflix movie or series.

Hastings has repeatedly noted that the Battle Royale Fortnite game was one of Netflix’s competitors – alongside YouTube, TikTok and … sleep. And well, Netflix is ​​now trying to come to Fortnite for lunch, it seems, although unlike many phone titles, Netflix games won’t be free. They will be offered as part of the Netflix subscription at no additional cost. Think of this as a bundle of sorts, going against the likes of Apple One (which offers Apple TV + and Apple Arcade together, plus more Apple services), and along the lines of more gaming subscription services such as Xbox Game Pass, Google Play Pass, EA Play, and PlayStation Now among others.

But Peters isn’t worried about blocking games on a subscription model. In fact, he thinks – as other gaming subscription service providers do – that allows Netflix to focus on gaming experiences that are “currently underestimated by the sort of dominant monetization models and games. “We don’t have to think about ads. We don’t have to think about in-game purchases or other monetization. We don’t have to think about headline purchases.” Netflix is ​​already in conversation with several developers, said Peters, who puts “all his creative energy into just one great game and doesn’t care about those other considerations.”


The other big reason why Netflix comes into games is the engagement. While movies and TV shows offer a linear content experience, the games allow fans to make their journey. Peters added: “We’re in the business of making these amazing worlds and great plots and incredible characters. And we know that fans of these stories want to go deeper. They want to engage even more. They really want to direct a little bit where the their energy goes in. And what’s good about interaction is, first of all, you can provide universes that provide only a significant amount of time that people can engage and explore.They can also provide a bit of intentionality.Where do they want to explore? What characters? What part of the world? What part of timelines? There are just so many exciting things that I think we can do in this space. ”

Now, it’s not Netflix’s first foray into the gaming space. He previously collaborated with developers to create a couple of Stranger Things games – and offered a slew of interactive titles on his platform, such as Black Mirror: Bandersnatch, You Vs. Wild, and Unbreakable Kimmy Schmidt: Kimmy vs.Reverend, plus a slate for the kids. But this expansion into the game is a multi-year effort for Netflix, Peters said, and so it starts relatively small with titles only for mobile. It won’t stop there. While the phone is a primary focus for Netflix games right now, Peters said, it will ultimately bring them to all devices, including TVs, smart devices, and – well – game consoles.


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