What Does Netflix’s Venture into Gaming Mean?

In 2018, Ofcom reported that subscriptions to streaming services overtook pay TV. The clear, go-to streaming service is Netflix. And now, as Jude Yawson examines, they enter the gaming market.

We all know of the phrase Netflix and Chill. Many have wondered why we even pay a TV license anymore as more people stream content opposed to watching live. It is no surprise that these streaming services have dabbled in the idea of expansion. 

Alongside other streaming giants like Amazon, Apple, Disney, and YouTube, the relevance of pay TV is dwindling. Ways of life are combining by these companies’ innovations. Jeff Bezos is chilling in space because of our money. 

Apple has evolved the smartphone industry, revolutionised computers by the MacBook, and changed the way we pay for things with Apple Pay. Disney stepped into streaming last week with the confidence of a company that started the trend. As for Netflix, who’s bread and butter has always been in streaming and access, an exciting new venture through gaming is purely exciting.

At this year’s Oscars, Netflix’s studios left the awards with 36 nominations and 7 wins, the biggest haul amongst all studios. There is no doubt the status quo of TV networks and Hollywood dominance is changing. It also shows how enormous Netflix has become. In recent weeks, Netflix Gaming was announced.

Bandersnatch

A free to play while subscribed service. Netflix claims it will provide adaptations of original content implemented into the gaming world. On first thought, I assumed a BlockBuster type service via streaming – while subscribed you get access to a whole range of games where you can pick and choose what to play. 

It was a wonderful period of life being able to rent and appreciate games – briefly. I was also enthused with the potential of grand productions, thinking what games could spawn by original content. A mass MMORPG by any of its shows fantastical worlds. Like Umbrella Academy or Altered Carbon. A Castlevania game expanding on that beloved Universe, or even a Lupin stealth and espionage type game. The brainstorm of potential ideas is far too great. So, what is Netflix Gaming, and what can we expect? 

Netflix Gaming was first announced in May through a statement given to GameSpot. It highlighted the companies venture into investing in more interactive entertainment, with a second quarter letter to investors further highlighting the potent future. 

Netflix have already done this interactive stuff with Bandersnatch. It was a brilliant moment in time to see everyone diving into it attempting to find their own favoured ending. Netflix also commissioned a retro game of Stranger Things Season 3.

A very PG arcade game that was widely unattractive and spoiler filled. It was disappointing to see, nowhere near as enticing as the show, and it probably got not even a percentage of the audience a greater idea for the world it could have. 

Hence, I think Netflix opted to start on a smaller scale and build its way up. With the backing and expanse Netflix has available, it probably wasn’t a great idea to throw one of its biggest originals to the wolves by such a game. Fortunately, they can try again. Hopefully, we get the Silent Hill, Resident Evil, Doom-ish type Stranger Things game we deserve. What Netflix settled on was to begin with mobile gaming.

To Be Mobile

Mobile gaming currently accounts for 45% of the industry. Starting with mobile gaming allows Netflix room for trial and error while analysing what would work. They also want to see how their audience from TV/Movie watching translates into gaming. 

On commutes, it’s easy to spot someone using Netflix. What Netflix seem to want to do is have games available to play via streaming on their app. The free to play service with no ads or loot boxes makes it less time consuming and addictive as most gaming apps intend to be.

This is a big plus as forcing customers to buy games to get rid of ads is foul but necessary to monetise. Netflix won’t have that problem. That’s not to say it won’t happen in the future when big enough to justify it. Apple already have a similar service by its Arcade. The Apple Arcade provides 1 month free and encourages users to pay £4.99 a month after. 

Apple Arcade was dubbed the Netflix of gaming. Their ad less family friendly spread of games is inviting. It is frequently updated and has managed to garner over 12 million subscribers. Even so, there is a struggle in keeping them without strong standalone titles hence that subscriber base fluctuates. Enter Netflix, with a heap of original content ready to translate into an interactive and gaming world. But even this holds no promises in the gaming land. In 2019, co-CEO Reed Hastings acknowledged that Netflix does not only compete with streaming services but also the likes of Fortnite. What these companies are seeking is not only to provide us entertainment, but to hold our attention for as long as possible. These companies fight our attention, and it just so happens that gaming and gaming content has captivated the world.

The Potential

Although beginning with mobile gaming seems a safe bet Netflix Gaming’s true potential lies in a new key staff member and the potency of future grander productions. Netflix will create mobile games stemming from original content. They should be extensions of originals that expands on or invites you into these worlds. Netflix have a massive engine of talent behind them. 

An expansive catalogue of creative writers, production companies and immense deals with the likes of Sony which implies Netflix games could one day end up on console. Films and TV shows stemming from Sony games can become a common theme, like Uncharted featuring Tom Holland. But I also see the potential in creating film or TV show around games already extremely popular to the masses. For instance, a film based on Fortnite or Call Of Duty would have a generation of youth flocking to Netflix to watch it. It would be Battle Royale-esque type film, more relevance by the amount of battle royale games peaking now.

Zynga Games’ lineup

If Netflix gaming could have console capability, maybe it could also run such games through it or better yet – create an original of the same standard.

One of their recent interesting moves is hiring Mike Verdu, a video game executive from Facebook. Verdu is now their vice president of game development. He was the vice president of augmented and virtual reality content at Facebook, working on Oculus. 

His introduction shows Netflix’s seriousness in this industry. This already shows that Netflix are considering the VR market and bouncing it off their brilliant content. I’d love to be able to wonder into nature with a 360-degree view, accompanied by David Attenborough’s voice, spoilt for choice in investigating wildlife from learning about the formation of stars and clouds to the livelihoods of the smallest insects trekking through the grass. 

Though I imagine it would start not with VR, but an interaction choice spoiled version like Bandersnatch. Verdu has also worked at Electronic Arts where he ran mobile gaming for a year, worked at Atari, Zynga, and is considered a veteran within gaming. Combining someone with such a perspective of gaming culture and industry with the incredible creative teams under Netflix could create a channel that churns out amazing products.

Apple Arcade

Amazon and Google have already made ways to invest in gaming. Amazon Luna is a separate entity from Amazon’s subscription service in Prime. It offers a small spread of games, with Ubisoft having another subscription service within it to offer users access to their own. Google scrapped Stadia studios, their game development company.

It was scrapped due to the level of investment it required to reach the scale it wanted. Other giant competitors in this space have fallen short of expectations already or are unattractive by the additional costs. 

Netflix have the popularity, space and time to analyse their competitors’ shortcomings and utilise their wealth of creativity to make their mark on this industry and become an ever-present figure within gaming.

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