Investment in games doesn’t seem to pay off much
According to data from the Apptopia group published by CNBC, 99% of Netflix subscribers do not regularly use the games feature offered by the platform. Out of 221 million subscribers, around 1.7 million users access the streaming app to play games every day. These numbers only indicate that 0.7% of subscribers use Netflix for gaming per day.
on information Apptopia notes that Netflix games have been downloaded 23.3 million times. After the launch of the first five games in November 2021. The streaming giant is building a portfolio of games, offering a variety of titles that include games from popular series like Stranger Things. The last title added by the platform was Into the Breach, a turn-based strategy game with robots that was also released for consoles. In addition, the company has already confirmed that it plans to release a game inspired by the miniseries Gambito da Rainha, one of the biggest hits of 2020.
Netflix will continue to invest in games
Although the number of active users and game downloads do not seem impressive, Netflix has confirmed that it plans to reach 50 titles on the platform by the end of 2022. To that end, the company is acquiring small indie studios like Night School. Offer several games on the platform.
The focus seems to be simple, casual games for consumers. However, Apptopia’s active user data indicates that the company’s strategy is not to turn its subscribers into casual gamers, which may not represent financial returns in the future. It is important to note that so far, Netflix has not released official data on the performance of the games available on the platform. For now, betting on the games continues to hold firm, even after the recent loss of punters, the first recorded in a decade.
Most games offered on the platform struggle to cross the 1 million download mark despite being free. It remains to be seen if all this investment will pay off in the long run, or if the company will eventually find that users don’t want to access Netflix to play games.
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Source: The Verge, CNBC