Netflix's Strategy for Kids' Games: Focusing on Engagement and Shared Experiences

Netflix has been working to develop its gaming offerings, particularly for kids, with a focus on entertainment and engagement. The company's mission is to entertain the world, and games are a key part of that. In an interview, Lisa Burgess, GM of Netflix Games for Kids, discussed the company's strategy and how kids' games fit into its broader ecosystem. Burgess explained that kids' games are one of the four pillars of Netflix's gaming strategy, and that the connection between watching and playing is tighter for kids than for adults. The company has been working to make kids' games more discoverable, including adding them to kids' profiles, and has been prioritizing safety and parental controls. Burgess also discussed the importance of shared play and designing games that are accessible to the youngest players. When it comes to intellectual property (IP), Netflix is looking for recognizable and engaging IPs that can be extended into kids' games. The company is focused on preschool-age children, but is also thinking about how to develop great experiences for older kids. Success for kids' games is defined by engagement and time spent playing, rather than revenue. Netflix is building towards a long-term trajectory of success, and is looking at external signals such as App Store rankings to measure its progress.