In the last two years, the streaming mogul, Netflix, has entered the gaming market, or at least, it has tried. Starting with a modest collection of mobile titles, Netflix now boasts more than 70 games available for members as part of its service. From the enigmatic sci-fi detective game, Twelve Minutes, to the atmospheric supernatural quest, Oxenfree, and Sam Barlow’s engaging murder mystery, Immortality, Netflix has steadily been establishing a foothold in the mobile gaming world. However, recent reports suggest that the streaming giant has ambitions far beyond mobile games.
In a report by The Wall Street Journal, it was revealed that Netflix is venturing into “higher-end games” that players can stream from TVs or PCs. Anonymous sources for the site have also hinted at discussions between Netflix and Take-Two Interactive for a possible licensing deal that could bring a game from the iconic GTA series onto the platform. While a lot of the details remain sketchy on whether these discussions revolve around an entirely new GTA title or an existing one, or if they’ve resulted in any concrete decisions, the very possibility has stirred excitement and speculation.
Incorporating a GTA game would be a complete game-changer. It’s one of the best-selling franchises in the world. As a matter of fact, GTA 5 alone has sold nearly 200 million copies. Bringing such a mammoth name under its wing could be huge for Netflix, especially as it seeks to mark its territory in a market that already has behemoths like Microsoft, Apple, and Amazon. Moreover, with Microsoft’s jaw-dropping acquisition of Activision Blizzard for $70 billion, the stakes in the gaming world have never been higher.
It’s easy to imagine Take-Two licensing one of its lesser-known GTA titles to Netflix. GTA: Liberty City Stories, GTA: Vice City Stories, or GTA: Chinatown Wars, would be good if less risky fits for such ventures. Don’t forget, Take-Two has been iffy about striking such partnerships. In the past, Rockstar has said no to a live-action adaptation of GTA that would’ve starred Eminem.
The move to expand Netflix’s gaming horizons doesn’t stop with GTA. Sources indicate that Netflix plans to do a more robust venture into the mobile gaming arena, making games based on its hit TV shows like Squid Game or Wednesday. The intention appears to be dual-fold. On one hand, Netflix seems keen on tapping into its existing trove of original IPs, effectively using its popular series to lure subscribers into its gaming fold. On the other hand, there’s an evident push to appeal to third-party publishers, as seen from its discussions with Take-Two Interactive.
Despite the aggressive push into the gaming sector, spearheaded by strategic hires like Joseph Staten of Halo fame and acquisitions of studios such as Boss Fight Entertainment and Next Games, success isn’t guaranteed. As of September 20, Netflix games have been downloaded 70.5 million times. While this number seems impressive at first glance, it pales in comparison to standalone mobile games. Honkai: Star Rail, for instance, witnessed over 20 million downloads on its launch day. Additionally, Apptopia’s findings that less than 1% of Netflix subscribers engage with its games daily underscores the challenges Netflix faces in making its gaming endeavors as compelling as its shows.
The gaming strategy so far has seen Netflix invest roughly $1 billion, a testament to its commitment, but it has nothing to show for it. Thus, the ultimate question remains: Will a non-gamer play a Netflix game? The answer to this remains to be seen.
A Netflix-exclusive Grand Theft Auto, or any big-name exclusive for that matter, could undoubtedly serve as a catalyst, transforming Netflix from a mere streaming service to a major player in the gaming industry. And while the landscape seems fraught with challenges, if there’s one thing we’ve learned about Netflix, it’s never to underestimate its capacity to innovate and disrupt.
Blockbuster and cable TV did it better. Sony, Microsoft, and Nintendo, better not make the same mistake.
