Netflix Games desires to cater to each type of participant. Not solely that, says head of exterior video games Leanne Loombe, it desires to be “a publisher that developers from all around the world want to work with.”

It’s a lofty purpose for a service barely a 12 months into launch. The streaming giant is huge on iteration; it retains a “crawl, walk, run” model as certainly one of its guiding rules. To date it has launched 55 video games, all cell titles, starting from licensed video games based mostly on widespread exhibits like Stranger Things and the courting present Too Hot to Handle to established recreation properties like Tomb Raider and Kentucky Route Zero. 

The firm has additionally scooped up builders like Oxenfree creator Night School Studios and established an in-house recreation growth division. “Games are one of the biggest forms of entertainment,” Loombe stated at a current press briefing. “It really is a natural extension for us to include games in our members’ subscriptions.”

But huge tech corporations which have taken an curiosity in video games over the previous few years, together with Google and Amazon, have learned the hard way that you can’t just throw money at games and reap instant rewards. Good video games are an funding of time and expertise. Microsoft, Sony, and Nintendo have a decades-long chokehold on a market that’s arguably oversaturated already. As of August final 12 months, a scant 1 percent of Netflix subscribers have been reportedly taking part in its video games. 

Video video games are a tougher promote than TV exhibits or motion pictures, as a result of you may’t simply relax and watch them passively—you must interact and work together. It’s difficult to sample games quickly via Netflix, and a few video games cannot actually be loved with out working by a studying curve. Netflix is working by itself cloud streaming tech (much like Google’s now dead Stadia and Nvidia’s GeForce Now), however for now it stays centered on a selected nook of the gaming market: cell. 

Netflix not solely faces screen-time competitors from cell apps like TikTookay or Twitter, it additionally has issues with discoverability of its video games. Netflix video games are solely out there by way of the cell app, which requires subscribers to depart Netflix, go to the App Store or Play Store, and obtain the sport earlier than they will play. That received’t be altering anytime quickly, based on Loombe. “We don’t have full plans to share right now, but as you can imagine, we do want Netflix games to be playable on every Netflix device,” she says. 

During the briefing, Loombe didn’t reply direct questions on what number of gamers the service has at this time. “We are super happy with what we’re seeing so far,” Loobme stated. “We’re not at the point where we expect 100 percent of our Netflix members to be playing games.”

Netflix plans to launch an extra 40 video games this 12 months, and Loombe says the corporate has one other 70 in growth with its companions. The firm’s in-house studios are additionally engaged on an extra 16 video games. It additionally continues to drag in already established video games, together with Uswo’s critically acclaimed Monument Valley and its sequel. Both video games are anticipated to launch on Netflix in 2024. 

But it’s telling that one of many platform’s greatest upcoming titles is a recreation practically a decade previous. Success within the online game world will not be about amount over high quality. If it’s not cautious, Netflix may simply find yourself over-saturating its personal platform.