Unveiling Netflix's Strategy for Kids' Gaming: A Conversation with Lisa Burgess

Netflix has been exploring the potential of gaming for years, but its efforts have been met with mixed results. Recently, the company has shifted its focus towards more accessible, mobile-friendly games, particularly for younger audiences. As part of this strategy, Netflix has introduced kid-friendly games within its platform, offering a range of age-appropriate titles. In a discussion with Lisa Burgess, General Manager of Netflix Games for Kids, the company's approach to gaming for children was explored in depth. Burgess emphasized that Netflix's mission is to entertain the world, and gaming is a key component of this goal, particularly for younger audiences. The company's strategy is centered around four pillars, with kids' gaming being a crucial aspect. Burgess noted that kids often develop strong connections with intellectual properties (IP), which can lead to a desire to engage with these properties across multiple platforms, including watching and playing. The introduction of kids' games within the platform was a deliberate move, driven by the need to provide a more comprehensive entertainment experience for younger users. To achieve this, Netflix had to establish robust parental controls and ensure a safe, user-friendly environment for kids. Burgess highlighted the importance of balancing parental control with ease of access and discovery for kids, emphasizing that this balance is crucial for the platform's success. As Netflix expands its gaming offerings beyond mobile devices, the company is exploring new opportunities for shared play experiences, including TV-based gaming and family-friendly games. Burgess stressed that designing games for the youngest users is essential, as it requires a unique approach that prioritizes simplicity and accessibility. When considering IP for kids' games, Netflix focuses on recognizable, engaging properties that can be adapted into various formats, including games, TV shows, and movies. The company's current focus is primarily on preschool-age children, but it is also considering older kids and developing games that cater to their interests. Netflix defines success for kids' games in terms of engagement and time spent playing, rather than revenue. The company is committed to creating a fun, enjoyable experience for kids, without relying on paywalls or aggressive monetization strategies. As the platform continues to evolve, Netflix is monitoring external signals, such as App Store rankings, to gauge its progress and inform future development. The company is also exploring new trends and technologies, including customization and personalization, to stay ahead of the curve and meet the evolving expectations of its young users.