The Role of Children in Shaping Netflix's Gaming Approach

The proposed acquisition of Warner Bros. by Netflix has drawn attention to the importance of studios, intellectual property ownership, and the future of the entertainment industry. However, what has received less attention is the evolution of Netflix's gaming strategy and what the data reveals about its success. One key aspect of this strategy is engagement, with the streamer shifting its focus from subscriber metrics to usage. Gaming plays a crucial role in this approach, with certain types of games experiencing sustained visibility. The Netflix catalogue has expanded to include over 100 mobile games, organized around four core pillars: Mainstream Games, Narrative Games, Party Games, and Kids Games. The data shows that classic mobile games like Solitaire and Snake remain popular, while IP-based games have less consistent performance. There is a clear momentum in kids' games on Netflix, with games now available directly in kids' profiles. The recent update to the Kids UX has had a significant impact, with several kids' games reaching top rankings in US app stores. Parental consent remains central to this user journey, with the challenge of balancing visibility and access with safety. New titles are being added, including those tied to popular IP like PAW Patrol and SpongeBob SquarePants. Alongside games designed specifically for kids, there are also many kid-appropriate titles, making up nearly a quarter of the overall offering. The interface offers curated titles that are free of ads and in-app purchases, making it an attractive option for parents. The clearest opportunity for Netflix remains in the preschool market, where parental trust, recognizable IP, and low-friction mechanics align. However, pursuing older audiences will be more challenging, with a more competitive ecosystem and diverse media diets. Netflix has invested heavily in foundations for preschool games and is now looking to develop great experiences for older kids. The push into family party games reveals a broader objective to own more shared living room experiences. The foundations have been laid for kids' games, and the value is clearest in preschool. How far Netflix can push into older kids will be a more complex test, but without the pressure of direct monetization, the streamer may be well-positioned to unlock more distinctive forms of innovation.