In the near future, Netflix intends to include video games as part of its content offerings, aiming to compete in this new domain. Netflix views games as a crucial component of its strategy to remain relevant to audiences in the years ahead, and it is gradually advancing its plans to introduce more gaming experiences to its subscribers.
Leanne Loombe, Vice President of External Games at Netflix, expressed that games have become one of the most prominent forms of entertainment today. Consequently, it's a natural progression for Netflix to incorporate games into its subscription model. Loombe emphasized that the boundaries between different forms of entertainment are blurring, and Netflix wants to ensure that it caters to viewers looking to either watch a movie or engage in active gaming. Netflix's objective is not to create a single massive gaming experience but to offer a variety of titles that members can choose to play.
The Road Hereon
Since November 2021, Netflix has quietly introduced mobile games via its app, although many users may not have been aware of this development. Loombe stated that Netflix deliberately chose not to make a big announcement initially but instead took its time to understand the gaming market.
Currently, Netflix offers mobile games, some tied to well-known Netflix franchises like "Stranger Things" and others independent of the service, such as "Reigns: Three Kingdoms." These games are currently playable only on mobile devices, although Netflix is conducting tests to explore their compatibility with TVs and computers.
Netflix plans to further leverage its intellectual property in the future, connecting shows, movies, and games within its universes. This approach aims to create a seamless experience for viewers and gamers alike.
Ripstone Studios, a game development company, is partnering with Netflix to create games like "The Queen's Gambit," based on the popular TV series. This collaboration goes beyond a simple licensing agreement, as both companies actively share expertise and work together closely. The partnership also offers an opportunity to introduce gaming to a wider audience, potentially expanding the medium's popularity.
Is gaming going to work?
Previous attempts by traditional media brands to enter the gaming industry have often encountered difficulties. Gaming journalist Shay Thompson cites Amazon Games as an example of a struggle to create compelling and unique gaming experiences despite significant budgets. Netflix's focus on mobile games initially appears to be a wise move, demonstrating an understanding of the gaming landscape and a willingness to collaborate with the gaming community.
Netflix's approach differs from past endeavors where game and movie or TV tie-ins have often resulted in subpar products. Netflix's mature approach allows for more flexible timelines, reducing the need for compromises in game development.
While there are potential financial advantages to focusing on mobile game titles, as they are less costly to produce compared to major console releases, the competition in the gaming industry remains fierce. Netflix must ensure that its games meet players' expectations in terms of scope and ambition, as players can quickly shift their attention to other titles.
This bottom-up approach to gaming is a departure from previous strategies, and its success will become evident over time. As Loombe emphasized, Netflix is still in the early stages of its gaming journey and wants to ensure it approaches the industry correctly.
But Netflix's goodies follow a sharp crackdown on password sharing across Asia, including Singapore. The streaming giant is counting on this gaming move to keep its value proposition high for consumers, which is a daring move. It remains to be seen if the Covid-induced gaming boom will maintain its momentum in the coming years. And if Netflix wants a slice of the gaming market, it will have to take on other gaming giants such as Ubisoft, EA, and Nintendo.
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