Why Netflix Is Being 'Deliberately' Quiet About Entering Gaming Industry

Streaming giant Netflix Inc NFLX is progressively making its foray into the world of video gaming.

In an interview with the BBC, Leanne Loombe, Netflix's vice president of External Games, underlined the significance of games in modern entertainment and articulated how this evolution aligns naturally with their existing subscription-based model.

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"Games are one of the biggest forms of entertainment out there today, so it really is just a natural extension for Netflix to include them as part of the subscription," affirmed Loombe.

In this endeavor, Netflix intends to cater to the diverse preferences of its audiences, recognizing that entertainment consumption is evolving and boundaries between different forms of content are becoming more fluid.

"The lines between the different ways we enjoy our entertainment are blurring. When you're in that moment, looking to sit and watch a movie or be more active and play a game, we want to make sure we have something for you," explained Loombe.

Emphasizing their intent to offer a wide spectrum of gaming experiences, Loombe stated: "Our goal is to have a game on the service for everyone. Not focus on making one big experience, but rather a selection of titles that members can choose to play."

Netflix's initial gaming offerings, available since November 2021, have been introduced with a measured approach. These games, predominantly mobile-based, are tied to prominent Netflix franchises such as "Stranger Things," while others are independent of the platform, like "Reigns: Three Kingdoms."

While the current focus is on mobile devices, Netflix is actively exploring ways to extend this gaming experience to larger screens.

Loombe also offered insights into the company's understated market entry strategy, explaining: "We've deliberately not been shouting from the rooftops, and the reason for that is that we want to understand what the marketplace is like."

She envisions a future where Netflix seamlessly blends its intellectual properties across shows, movies, and games.

This interconnected approach is exemplified by the partnership with Ripstone Studios, where they are developing "The Queen's Gambit" chess simulator based on the popular Netflix series.

The emphasis is not merely on licensing agreements, but rather on a collaborative exchange of expertise and creativity between Netflix and its partners.

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