Netflix Adopts a More Strategic Approach to Game Development Partnerships

Netflix has provided an update on its expanding gaming offerings, revealing a shift towards a more strategic approach in its partnerships with game developers. This new strategy was announced alongside the introduction of several upcoming releases, including an exclusive title from Super Evil Megacorp, the developer behind Vainglory, based on an unrevealed Netflix IP. Additionally, Ustwo Games will bring its acclaimed Monument Valley and its sequel to Netflix's gaming collection next year, with hints of potential future installments. A new game based on the popular dating show Too Hot To Handle is also in development by Nanobit, following the success of its predecessor. Furthermore, Netflix has announced an April 18 launch date for Mighty Quest: Rogue Palace, a spin-off from Ubisoft's Mighty Quest For Epic Loot, marking the second of three Ubisoft games in development for the platform. The company has revealed that 40 games are slated for release in 2023, adding to the 55 titles launched since November 2021. In total, Netflix has 86 games in development, with 16 being handled by in-house studios and 70 by external partners. Despite a report suggesting only 1% of Netflix subscribers had downloaded its games in the first nine months of its gaming service, the company's vice president for external games, Leanne Loombe, expressed pride in the progress made so far. Loombe noted that the focus is now on building a game portfolio that appeals to Netflix's vast member base, with an emphasis on improving game visibility through dedicated tabs and rows in the Android and iOS apps, respectively. The company is also exploring new discovery mechanisms both within and outside the Netflix platform. In terms of game distribution, Netflix currently directs subscribers to their mobile platform's marketplace to download games as separate apps. However, the company is working on its cloud streaming platform, aiming to make Netflix games playable on every device, with a focus on ease of access and frictionless gaming experiences. Loombe believes that titles based on Netflix's IP, such as Stranger Things, will be crucial in growing the platform's gaming audience. The success of Too Hot To Handle, one of Netflix's top-performing games, is also seen as a positive indicator. The upcoming Super Evil Megacorp title is highlighted as a significant project, with plans to create an ecosystem around the game and streaming content. Ultimately, Loombe is confident that Netflix can become a major player in the gaming industry, with its growing portfolio helping to attract new subscribers and add value to existing memberships.