Netflix Games "in this to win"

Netflix Games has made "decent progress" but remains on a "multiyear iterative journey", according to co-CEO, president and director Gregory Peters.

In the streaming giant’s latest investor call, four major categories were highlighted as its focal points for games - namely mainstream established titles, games for kids, party games, and immersive, narrative games focused on Netflix IPs.

While advancements in some of these categories have been greater than others, Peters acknowledged: "Frankly, we can improve everything that we're doing, from user experience and discovery and getting to play, but also just in having more compelling games. That’s a real top priority for us at this point."

He also highlighted Netflix’s increased user retention among members playing its games, and claimed that engagement with Netflix more broadly has been "strong and healthy", with the streaming platform "quite resilient" to difficult economic times. He did not provide specific numbers, however.

IP adaptations

Peters focused on Squid Game: Unleashed as a standout example of an IP adaptation and confirmed that the 2024 title will receive new content alongside the final season of the show this June.

As one of Netflix’s biggest games to date - based on its most popular series to date - the update will feature new characters, games and content specific to the third season.

Peters also drew attention to Thronglets, the Tamagotchi-style Black Mirror game that ties-in with new episode "Plaything".

In addition to connecting game launches with new seasons, Netflix has previously used IP adaptations as a way to tide players over in the wait between seasons, as seen with 2023’s Vikings: Valhalla. This title released eight months into the 18-month wait between seasons two and three.

However, despite immersive narrative games based its IP remaining a focal point, Netflix Stories was cancelled earlier this month.

Growing games

"Another category that we’re going after is mainstream, established titles," added Peters. He pointed to Grand Theft Auto as one example of this which "really worked", and promised more titles like this coming to Netflix Games in the future.

"There’s also games for kids - being able to give kids a game experience that's free of ads, that’s free of any in-app purchases, that’s safe for parents with a subscription," he said. "We just announced Peppa Pig game, which is coming soon. So that's an example of that."

The last category, party games, hasn’t previously been a major priority for Netflix and is currently lacking in "data points" as a result, but Peters noted "excitement" around the genre.

Speaking on Netflix’s ambition with games more broadly, he said: "We've always said that we were in this to win. We want to invest enough to ensure that we are playing to win. But we also are coming knowing that we've got a lot to learn, and we still have a lot to learn despite all that we've learned so far."

Netflix Games president Alain Tascan spoke earlier this year about the streaming firm's new strategy.