netflix wants to continue betting on video games on the platform. Although he has already bought three studios to create video games and promote this strategy, he is now going for more with the creation of his own studio.
This does not mean that we will see Netflix’s own games in the near future, since it is part of a long-term strategy.
Netflix will create its video game studio from scratch
Netflix has already acquired three video game developers: Night School Studio, Boss Fight Entertainment and Next Games. However, he wants to take his strategy one step further by creating his own game development studio from scratch:
This is another step in our vision to build a world-class game studio that will bring a variety of delightful and deeply engaging original games, without ads or in-app purchases, to our hundreds of millions of members around the world.
This study will be located in Helsinki and will be in charge of Marko Lastikka, ex-executive of Zynga and Electronic Arts. It will be a while before we see any product from this new Netflix initiative, but they see it as the foundation of a long-term strategy.
In recent months, Netflix has launched an assortment of video games on its app, and others are scheduled to launch in the coming months, reaching a catalog of 50 titles by the end of the year.
However, the response from users for this Netflix bet has not been very enthusiastic. According to a shared report, less than 1% of all subscribers have had any interaction with the games that Netflix offers in the app.
Let’s remember that while the games are available to all Netflix subscribers, they have to be downloaded separately. An extra step that doesn’t seem to hold the attention of most subscribers.