Netflix Games Are Seeing Relatively Little Engagement

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Image: Netflix

Netflix is unique for being a streaming giant that also offers a decent gaming catalog, but practically none of its subscribers care about that perk.

This is what the latest data from Apptopia, an app analytics company, seems to be showing, anyway. Apparently, Netflix games have only been downloaded a total of 23.3 million times, with an average of 1.7 million daily users, something that would equate to “less than 1% of Netflix’s 221 million subscribers,” per coverage by CNBC.

Netflix revealed that it considered Epic Games and TikTok as being its biggest rivals in a letter to shareholders last year.

“One of the many advantages to Netflix in pursuing the strategy is the ability to drive engagement beyond when the show first comes out on the platform,” Prosek Partners analyst Tom Forte said in regard to Netflix’s gaming plans.

But Netflix Chief Operating Officer Greg Peters suggested last year that the company has plenty to learn in terms of how games can be maximized to drive engagement.

“We’re going to be experimental and try a bunch of things,” Peters said during the company’s Q4 earnings conference call. “But I would say the eyes that we have on the long-term prize really center more around our ability to create properties that are connected to the universes, the characters, the stories that we’re building.”

Netflix’s games catalog currently comprises 24 titles. They include Exploding Kittens, Dragon Up, Moonlighter, and Stranger Things, a game based on one of the streamer’s most popular shows of all time. It is developed by BonusXP.

A company representative for Netflix has stated that its gaming catalog will grow to 50 titles by the end of the year, with one addition being The Queen’s Gambit Chess, a trailer for which can be found above. The game is based on the 2020 series starring Anya Taylor-Joy.

Source: CNBC

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Tsing Mui
News poster at The FPS Review.

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