Netflix's Gaming Strategy: How Children Fit into the Picture

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, a lesser-discussed aspect is the development of Netflix's gaming strategy and what the data reveals about its effectiveness. One key area of focus for Netflix is engagement, which has become a crucial metric since the streamer stopped disclosing subscriber numbers in 2025. Gaming plays a significant role in this strategy, and an analysis of Netflix's catalog suggests that certain types of games maintain long-term visibility. The streamer's gaming journey has been rapid, starting with interactive storytelling formats and expanding to mobile games, with over 100 titles now available. Recent announcements have organized the strategy around four core pillars: mainstream games, narrative games, party games, and kids' games. The existence of these pillars is less important than the individual titles within them, where the data provides more insight. The question remains, 'what actually works?' The trending ranking data analyzed for the Netflix Kids Gaming Report shows that classic mobile games like Solitaire and Snake have enduring popularity. IP-based games are also present but are less consistent, peaking lower and falling more quickly. There is clear momentum in kids' games on Netflix, with games now available directly in kids' profiles. The recent update to the kids' user experience has seen an immediate impact, with several Netflix kids' games reaching top rankings in US app stores. The streamer's approach to kids' gaming mirrors its strategy for kids' TV acquisition, focusing on established brands and creator-led properties. Alongside games designed specifically for kids, there are also many kid-friendly titles, making up nearly a quarter of the overall offering. The interface offers curated titles that are free of ads and in-app purchases, providing a safe and enjoyable experience for children. The greatest opportunity lies in the preschool audience, where parental trust, recognizable IP, and low-friction mechanics align. However, as kids get older, their media diet diversifies, and Netflix faces more competition. The streamer's focus is on developing great experiences for this age group, rather than building a targeted revenue-driven gaming vertical. The push into family party games reveals a broader objective to own more shared living room experiences. With the foundations laid, the value is clearest in preschool, but how far Netflix can push into older kids will be a more complex test. Without the pressure of direct monetization, the streamer may be well-positioned to unlock more distinctive forms of innovation, with success hinging on formats that compete on engagement rather than monetization.