Netflix’s mobile games have a hard time convincing


Less than 1% of Netflix subscribers regularly play one of the mobile games offered by the streaming platform. But that does not worry the company, which wants to continue investing in the sector.

Netflix is ​​struggling to diversify. While the SVOD platform continues to lose subscribers quarter after quarter, it cannot even count on its mobile game offer to retain potential customers. As a CNBC article reveals, “less than 1%” of subscribers have already played a game that is part of the Netflix Gaming offer.

Launched at the end of 2021, the first Netflix games have, it seems, had a hard time finding their audience. According to Apptopia, a research firm specializing in mobile applications, the games offered by the streaming platform have been downloaded 23.3 million times in all, and only 1.7 million Internet users play them daily. A low figure compared to the more than 220 million subscribers that the platform claims.

50 games by the end of 2022

Still, Netflix has big ambitions for its mobile game offering. Designed to build customer loyalty and expand the universe of its series — as with games Stranger Things -, the game catalog of the firm has therefore not conquered the masses. This does not prevent the platform from turning the printing press since last March the company bought the Next Games studio for 65 million dollars. A takeover which came just a few months after that of another studio, Night School, which aimed to develop “a catalog of exclusive games included in the Netflix subscription, without ads or in-app purchases“.

According to the latest news, the strategy has not changed. During the Summer Game Fest last June, the platform announced a plethora of new titles, some of which were developed in cooperation with the American publisher Devolver Digital. Netflix’s stated ambition is to offer around fifty games by the end of 2022. For the moment, only 24 games have officially joined the Netflix catalog.

A long-term bet

No question of throwing in the towel for Greg Peters, the chief operating officer of Netflix. The latter admitted during the last quarterly results that it will still be necessary “months or even years“to clearly understand how mobile games can retain customers and expand the television universe offered by the platform.”We will experiment and try lots of things […] The long-term goal is to create products related to our universes, the characters and the stories we are building“said the manager.

Building a quality video game offer is not done in a snap and it seems that Netflix is ​​not about to abandon the sector. But probably the firm would have liked to show slightly more encouraging figures after almost 10 months of work.

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