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

Netflix has been exploring the potential of gaming for years, but its efforts have been focused on broader appeal rather than competing with AAA titles. The company has recently announced an exclusive FIFA partnership and acquired the avatar creation platform Ready Player Me, following a year of steady development of its kids' gaming offering. In a recent conversation, Lisa Burgess, GM of Netflix Games for Kids, shared insights into the company's strategy for kids' games, including the importance of IP, parental controls, and shared experiences. Burgess emphasized that kids' games are a key part of Netflix's mission to entertain the world, and that the company is focused on creating engaging experiences that are both fun and safe for younger audiences. The company's approach to kids' games is centered around four pillars, with kids being one of the key areas of focus. Burgess noted that the connection between watching and playing is tighter for kids than for adults, and that the company is looking to create experiences that are both recognizable and easy to understand. In terms of balancing parental control with discovery and ease of access, Burgess emphasized the importance of consumer insights and feedback from parents. The company is also exploring the concept of shared play, particularly as it expands beyond mobile into browser and TV-based gaming. Burgess highlighted the need to design games that are accessible to the youngest age group, without relying on text-based instructions. When it comes to IP, the company is looking for recognizable and engaging properties that can be extended into kids' games. The current focus is mainly on preschool-age children, but the company 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. The company is building towards a trajectory of success, with a focus on moving in the right direction. In terms of discoverability, Burgess noted that the company is thinking about two categories: games designed specifically for kids, and games that are kid-appropriate. The company is working to curate a selection of games that are suitable for kids, while also considering trends and expectations for the next generation of consumers.