For all intents and purposes, Netflix has revolutionized the way in which we consume content. A niche website that provided online streaming services for TV shows and films, Netflix came into the spotlight by being the online home to Breaking Bad in its early days. From there, it has grown into a multi-million dollar multimedia company with its own production house and a vast & varied library of content to keep its 214 million-strong user base satisfied. Netflix reached this stage by building a foundation on two pillars: data and intellectual property. With its online model of consumption, Netflix transformed the distribution cycle to the extent that it has spawned global competitors who are still trying to catch up to its gigantic level of success. And Netflix might just be stepping up to a whole new level, as it breaks into the world of online gaming.

Mobile Gaming, Online Streaming & Social Media

The smartphone is perhaps the most important invention of the 21st century. Just look at the way it has changed our lives: we call, text, listen to music, take pictures, create videos, take notes, and do a million other things with this one device. So it isn’t surprising that mobile gaming has become as huge as it has. Around 2.2 billion people engage with mobile gaming regularly. That’s 28% of the world’s population! Online streaming platforms like Twitch & Discord have become home to many professional gamers & celebrities, so it only made sense when Facebook started courting the gaming community.

Facebook Takes the Game Route

Some social media applications have in-app games; like Facebook and Snapchat. Both platforms provide simple, interactive gaming experiences, like 1v1 Basketball. Facebook has taken it one step further by revamping its gaming experience for users, going beyond simple social games. The tech-giants introduced game streaming, virtual reality and cloud gaming among others features to its plethora of services via Facebook Gaming, their very own “gaming” platform. Netflix has taken the interesting approach of creating mobile games from scratch that tie into their vast library of content.

Netflix Games: The Next Logical Step

Netflix unveiled their gaming ambitions during their second quarter earnings call and have since accomplished a successful rollout. As of November 15th, Netflix Games is available on both Android & iOS devices. The streaming juggernaut has started its gaming journey with five games – Stranger Things: 1984 and Stranger Things 3: The Game from BonusXP, Shooting Hoops and Teeter Up from Frosty Pop, and Card Blast from Amuzo & Rogue Games. The intent behind this move is summed up in this quote by Netflix CPO & COO Greg Peters, “Maybe someday we’ll see a game that spawns a film or a series.” 

Out of the five games available, two are based specifically off of Netflix’s Intellectual Property: namely Stranger Things. By providing interaction-driven mobile gaming experiences based on their productions, Netflix will be able to create a self-sustaining cycle of content, where the narratives that inform the gameplay will one day be developed on their basis. What’s more: Netflix Games is a part of your monthly subscription, which basically means that if you have a Netflix account, they’re free to play! Children’s accounts will still need their safety codes, however. Netflix has said that some games will require an internet connection while others “wouldn’t”. Netflix Games is going to be available in many languages, implying that it might even be accessible in some Indian languages (like Hindi, Tamil, Bengali, etc.). Whether Netflix is able to repeat its streaming success with gaming remains to be seen; it’s too early to tell.