After the successful launch of its cloud gaming beta in Canada and the United Kingdom, Netflix is now expanding its video game streaming service to the United States. This initiative aligns with the company’s strategic move to diversify its offerings and bring more value to its vast user base.
In its initial rollout, the feature enabled users to play games streamed directly from the cloud onto devices like TVs and computers. This expansion, though described as a “limited” beta test, is part of Netflix’s commitment to its new venture. For those who gain access, two games will be available for streaming: Oxenfree from Netflix’s own Night School Studio and Molehew’s Mining Adventure. To enjoy the gaming experience on TVs, users need to download a special controller app for their iPhone or Android device. On the web, these cloud-streamed games are compatible with mouse and keyboard.
Netflix’s venture into gaming began two years ago when the company made its first foray by offering games on mobile devices. Since then, Netflix’s gaming library has grown significantly. The company has expressed clear intentions to be more than just a streaming hub. Recent reports suggest Netflix is considering the release of games based on its popular shows like Squid Game, Wednesday, Extraction, and Black Mirror. Additionally, discussions with Take-Two Interactive have hinted at the potential licensing of a game from the renowned Grand Theft Auto series.
According to Mike Verdu, Netflix’s VP of Games, the company doesn’t envision this gaming service as a replacement to traditional gaming consoles. Instead, Verdu sees it as an additional value, offering users a seamless way to play games irrespective of their location. This gaming model is distinctly different, with the games being made available for free to subscribers. Furthermore, many of these games have a close tie-in with Netflix’s most popular shows.
This places Netflix in direct competition with other established cloud gaming services such as Microsoft’s Xbox Cloud Gaming, Nvidia GeForce Now, PlayStation Plus, and Amazon Luna. However, Netflix sets itself apart by intertwining its gaming content with its original shows. Already, games related to its shows such as Love Is Blind, The Queen’s Gambit, Stranger Things, Narcos, and Nailed It!, have made their debut. Additionally, Netflix has acquired studios like Boss Fight Entertainment, Night School Studio, and Finland’s Next Games, even establishing an internal game studios to bolster its gaming ambitions.
While Netflix’s focus began primarily on mobile, it was evident that this was only the beginning. The transition to cloud gaming and creating games based on its intellectual property seems to be the company’s next significant leap. But, is it all for naught? With apps like TikTok and YouTube dominating users’ screen time – and YouTube recently surpassing Netflix as a preferred video source among U.S. teens – the challenge is evident.
Despite these challenges, Netflix remains undeterred. The company’s primary goal with this expansion into gaming is to make these games easily accessible to members worldwide. The streamer has highlighted for the current test: Oxenfree and Molehew’s Mining Adventure. Subscribers can play these on a wide selection of devices, including Amazon Fire TV Streaming Media Players, Chromecast with Google TV, LG TVs, Roku devices, and others. As this trial extends to the U.S., Netflix is eager to gather feedback and refine the gaming experience for its users.
The recent expansion to the U.S., arguably Netflix’s most substantial market, marks a crucial phase in its journey. This is an untimely move as the company faces multiple challenges, from ongoing strikes that affected production in the US to considerations of potential revenue enhancement strategies. Amidst these challenges, the bright spot remains – Netflix Games, with its unique titles and ambitious plans.
