Netflix adopts a more targeted approach to its gaming partnerships

Netflix has provided an update on its expanding gaming offerings, indicating that it will take a more strategic approach moving forward as it announces new developer partnerships. In a press briefing, the company revealed several upcoming releases, including an exclusive title from Super Evil Megacorp based on an unannounced Netflix IP, Ustwo Games' Monument Valley and its sequel, and a new game based on the dating show Too Hot To Handle from Nanobit. Additionally, a Netflix-exclusive spin-off from Ubisoft's Mighty Quest For Epic Loot is set to launch on April 18. Netflix has 40 games scheduled for release in 2023, adding to the 55 titles launched since November 2021. The company has a total of 86 games in development, with 16 being handled by in-house studios and 70 by third-party partners. Despite a report suggesting that only 1% of Netflix subscribers had downloaded its games in the first nine months, the company's vice president for external games, Leanne Loombe, expressed pride in its progress. Loombe stated that Netflix is now focusing on building a portfolio of games that appeals to its millions of members, with a key emphasis on improving the visibility of its games to subscribers. The company has given games a dedicated tab in the Android app and a dedicated row in the iOS app, and is continuing to test new discovery mechanisms. Loombe also discussed plans to improve game distribution, with the current flow directing subscribers to their mobile platform's marketplace to download games as separate apps. However, the company is working on its cloud streaming platform and aims to make Netflix games playable on every device. Loombe believes that titles based on Netflix's IP will be crucial in growing its games audience, pointing to the success of its Stranger Things games. The company is taking a thoughtful approach to cloud gaming, aiming to provide easy access to games on any screen. With a growing portfolio of games, Loombe is confident that Netflix can become a major player in the games industry and attract more subscribers.