Netflix has embarked on the trial phase of its cloud gaming service in the US, following initial limited trials in the UK and Canada. This move builds on the firm's venture into mobile gaming that commenced in 2021, marking a significant stride towards making gaming a substantial aspect of its offerings. Through this cloud gaming initiative, Netflix members can now enjoy games on smart TVs and other TV-connected devices, such as Fire TV, Chromecast, and Roku, with their mobile phones as the gaming controller.
Venturing into the gaming arena
Last autumn, the venture into the gaming sphere was hinted at by Netflix. The VP of Games at Netflix, Mike Verdu, shared insights during TechCrunch Disrupt, mentioning the exploration of a cloud gaming offering. Verdu clarified that they perceive gaming as a “value add,” rather than a replacement for gaming consoles. He expressed optimism that, over time, it would morph into a seamless way to indulge in games, regardless of location.
This development positions Netflix in a competitive stance against other cloud gaming platforms like Microsoft's Xbox Cloud Gaming, Nvidia GeForce Now, PlayStation Plus, and Amazon Luna. However, Netflix has a unique proposition—offering its games at no extra cost with a Netflix subscription. Many of these games are intertwined with its hit series, creating a distinctive gaming experience. Reports from The Wall Street Journal indicate that Netflix is in the process of creating games based on popular shows like “Squid Game,” “Wednesday,” and “Black Mirror.” Additionally, chatter about a “Grand Theft Auto” game is in the pipeline through a licensing agreement with Take-Two Interactive.
A growing portfolio and a look ahead
Netflix has already unveiled games related to widely loved series such as “Love Is Blind,” “The Queen's Gambit,” “Stranger Things,” “Narcos,” “Nailed It!” and more. The platform also boasts a variety of popular game genres like puzzles, platformers, card games, strategy games, and children's games.
To bolster its gaming portfolio, Netflix has been on a buying spree, acquiring gaming studios like Boss Fight Entertainment, Night School Studio, and Finland's Next Games. It has also initiated internal gaming studios, with notable ones in Helsinki and Southern California, spearheaded by veterans from Zynga and Blizzard Entertainment, respectively.
Initially focusing on mobile gaming, Netflix has shifted its gaze towards cloud gaming and developing its intellectual properties, signifying a broader vision in the gaming domain.
On the other hand, critics are sceptical about this venture, especially when platforms like TikTok and YouTube are rivalling Netflix for user engagement. Notably, a report by Piper Sandler highlighted that YouTube recently eclipsed Netflix as the preferred video source among US teens.
With the new game streaming service on TVs, Netflix is broadening the accessibility of its games. The US trial includes “Oxenfree” from Night School Studio and Molehew's Mining Adventure. Members can play these games on a host of devices, including Amazon Fire TV Streaming Media Players, Chromecast with Google TV, LG TVs, Nvidia Shield TV, Roku devices and TVs, Samsung Smart TVs, and Walmart ONN, with more devices to be supported in the future.
Netflix is set to evaluate its game-streaming technology during these trials, with a keen eye on enhancing user experience as the service gradually unfolds in the US.
