Netflix is making a significant move into the world of video games, expanding beyond its original role as a streaming platform for TV shows and movies. The company initially dipped its toes into the gaming waters with interactive experiences like Black Mirror. Bandersnatch and a Carmen Sandiego game. However, it was in 2021 that Netflix truly committed to gaming as a central part of its strategy.
Netflix’s Gaming Evolution
In July of that year. Netflix made a strategic hire by bringing on board a former executive from Electronic Arts (EA) to lead its gaming division. This move signaled Netflix’s intention to establish a strong presence in the gaming industry. Later, in November, the company took a bold step by offering its subscribers the opportunity. To play a selection of mobile games at no additional cost, as part of their existing subscription package.
Ambitious Endeavors
Following these key developments, Netflix’s gaming division embarked on a series of ambitious projects. They introduced the concept of player gamertags, similar to those used in traditional gaming platforms. Additionally, Netflix started recruiting top talent to create a high-profile PC game. Aiming to compete in the “AAA” (triple-A) gaming space – a term used for high-budget, high-quality games with wide appeal.
One notable addition to Netflix’s gaming team was Joseph Staten. A well-known figure in the gaming industry for his leadership role on the popular game franchise Halo. His involvement underscored Netflix’s commitment to recruiting top-tier talent for its gaming endeavors.
Strategic Collaborations
Beyond internal efforts, Netflix formed partnerships to bolster its gaming portfolio. Ubisoft, a renowned game developer. Announced its collaboration with Netflix to develop several games. Including an Assassin’s Creed title that tied in with an upcoming live-action series co-produced by the two companies. This strategic alignment aimed to create a seamless experience for fans across both the gaming and entertainment realms.
In the technological arena. Netflix revealed plans for cloud gaming. A service that would allow users to stream and play games directly from their devices. Without the need for high-end hardware. This innovation had the potential to bring gaming to a broader audience. Extending the convenience and accessibility that Netflix is known for in its streaming services.
Next-Level Innovation
Netflix’s commitment to gaming was underscored by the introduction of prominent game titles into its catalog. Monument Valley, known for its artistic design and innovative puzzles, and a new spin on the popular Tomb Raider franchise in the form of a roguelike game were added to the lineup. While many of Netflix’s subscribers had yet to explore these gaming options, the company’s momentum indicated that gaming could become an integral part of the Netflix experience.
Now, Netflix is embarking on a new phase by conducting its first public tests of cloud-streamed games. Starting with a “limited beta test,” the service will be available to a select group of subscribers in Canada and the UK. This trial run will occur on specific devices such as TVs and connected TV devices, as well as through web browsers on Netflix’s website.
While the initial rollout is small in scale, its implications are substantial. Netflix’s move into cloud-streamed gaming represents a significant step towards realizing its gaming ambitions, potentially transforming how audiences engage with entertainment and further diversifying the company’s offerings. As Netflix explores this new frontier, it’s poised to shape the evolving landscape of both streaming and gaming industries.
