Netflix’s video game push sees few subscribers playing along

Netflix is accelerating its push into video video games with plans to double its catalog of choices by the top of the 12 months, however for now, few of the streaming large’s subscribers are playing.

Since final November, the corporate has been rolling out the video games as a solution to maintain customers engaged between present releases. The video games are accessible solely to subscribers, however must be downloaded as separate apps.

The video games have been downloaded a complete of 23.3 million occasions and common 1.7 million day by day customers, in keeping with Apptopia, an app analytics firm. That’s lower than 1% of Netflix’s 221 million subscribers.

The significance of video games to Netflix’s general technique has arguably elevated in latest months as the corporate faces intensifying competitors for person consideration. In the second quarter, Netflix misplaced practically 1,000,000 subscribers, after dropping 200,000 subscribers throughout the first quarter — its first subscriber declines in additional than a decade.

In a letter to shareholders final 12 months, Netflix named Epic Games and TikTok as amongst its greatest rivals for individuals’s time.

“One of the many advantages to Netflix in pursuing the strategy is the ability to drive engagement beyond when the show first comes out on the platform,” Prosek Partners analyst Tom Forte mentioned.

Still, Netflix Chief Operating Officer Greg Peters mentioned final 12 months the corporate was “many months and really, frankly, years” into studying how video games can maintain clients on the service.

“We’re going to be experimental and try a bunch of things,” Peters mentioned throughout the firm’s fourth-quarter earnings convention name. “But I would say the eyes that we have on the long-term prize really center more around our ability to create properties that are connected to the universes, the characters, the stories that we’re building.”

The firm’s present catalog of 24 game apps covers quite a lot of genres and Netflix reveals, resembling “Stranger Things: 1984.” Several are modeled after common card video games, resembling “Mahjong Solitaire” and “Exploding Kittens.”

The catalog will develop to 50 video games by the top of the 12 months, together with “Queen’s Gambit Chess,” primarily based on the hit Netflix collection, in accordance an organization consultant.

Intentionally imprecise

Netflix has been cagey about the way it plans to make video gaming a core a part of the corporate’s technique, fairly than merely a aspect pastime.

“We’re still intentionally keeping things a little bit quiet because we’re still learning and experimenting and trying to figure out what things are going to actually resonate with our members, what games people want to play,” Leanne Loombe, Netflix’s head of exterior video games, mentioned throughout a panel on the Tribeca Film Festival in June.

Netflix hinted earlier this 12 months that it’s going to license common mental property for its new gaming additions.

“We’re open to licensing, accessing large game IP that people will recognize,” Peters mentioned in January. “And I think you will see some of that happen over the year to come.”

Netflix tapped exterior builders for its present catalog, however has acquired three video game builders up to now 12 months.

All of that provides as much as rising funding. Netflix hasn’t disclosed how a lot it is spending to develop its video game phase, however the efforts are capital-intensive. Netflix’s acquisition of Finnish developer Next Games value the streamer about $72 million.

Forrester analyst Mike Proulx famous that Netflix has been investing in gaming slowly, and that it nonetheless seems to be what he would take into account “more of a test and experiment at this stage.” He famous that most individuals do not affiliate Netflix with video games.

So far, obtain figures for Netflix video games fall far wanting the main cellular video games — Subway Surfers, Roblox and Among Us, for a few — which every have greater than 100 million downloads, in keeping with Apptopia. Still, downloads have slowly climbed since May, after a downward pattern that began in December.

“We’ve got to please our members by having the absolute best in the category,” Netflix co-CEO and co-founder Reed Hastings mentioned in January. “We have to be differentially great at it. There’s no point of just being in it.”

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