Netflix is expanding beyond customary streaming, officially launching a dedicated games section within its mobile app on November 9, 2023, for iOS and Android users worldwide. The rollout marks a significant step in the company’s two-year effort to establish itself as a player in the mobile gaming market, offering subscribers access to a growing library of ad-free games at no additional cost.
Initially announced in 2022, Netflix’s gaming push aims to bolster subscriber engagement and provide added value to its subscription service amidst increasing competition. The move represents a strategic diversification, tapping into the $90 billion mobile gaming industry and offering a new entertainment avenue for its over 238 million global subscribers. The games section, accessible via a dedicated tab, currently features over 50 titles, including Oxenfree, monument Valley, and a selection of Netflix-branded games.
The company acquired several game studios in 2022, including Boss Fight Entertainment and Night School Studio, to accelerate its game development pipeline. Netflix intends to release more original games throughout 2024, building upon existing intellectual property and creating new franchises. the games are playable on Android phones and tablets, as well as on iOS devices, with plans to expand availability to televisions and othre platforms in the future. No in-app purchases or advertisements are included, aligning with netflix’s core subscription model.
