Netflix Video games needs to cater to each sort of participant. Not solely that, says head of exterior video games Leanne Loombe, it needs to be “a writer that builders from all around the globe wish to work with.”

It’s a lofty objective for a service barely a yr into launch. The streaming large is large on iteration; it retains a “crawl, stroll, run” mannequin as considered one of its guiding rules. Thus far it has launched 55 video games, all cellular titles, starting from licensed video games primarily based on in style reveals like Stranger Issues and the relationship present Too Sizzling to Deal with to established sport properties like Tomb Raider and Kentucky Route Zero. 

The corporate has additionally scooped up builders like Oxenfree creator Night time College Studios and established an in-house sport growth division. “Video games are one of many largest types of leisure,” Loombe mentioned at a current press briefing. “It truly is a pure extension for us to incorporate video games in our members’ subscriptions.”

However large tech firms which have taken an curiosity in video games over the previous few years, together with Google and Amazon, have realized the exhausting method that you possibly can’t simply throw cash at video games and reap instant rewards. Good video games are an funding of time and expertise. Microsoft, Sony, and Nintendo have a decades-long chokehold on a market that’s arguably oversaturated already. As of August final yr, a scant 1 p.c of Netflix subscribers have been reportedly enjoying its video games. 

Video video games are a more durable promote than TV reveals or motion pictures, as a result of you possibly can’t simply sit back and watch them passively—it’s important to have interaction and work together. It’s troublesome to pattern video games rapidly through Netflix, and a few video games cannot actually be loved with out working by means of a studying curve. Netflix is working by itself cloud streaming tech (much like Google’s now lifeless Stadia and Nvidia’s GeForce Now), however for now it stays targeted on a selected nook of the gaming market: cellular. 

Netflix not solely faces screen-time competitors from cellular apps like TikTok or Twitter, it additionally has issues with discoverability of its video games. Netflix video games are solely obtainable through the cellular app, which requires subscribers to depart Netflix, go to the App Retailer or Play Retailer, and obtain the sport earlier than they will play. That received’t be altering anytime quickly, based on Loombe. “We do not have full plans to share proper now, however as you possibly can think about, we do need Netflix video games to be playable on each Netflix gadget,” she says. 

Through the briefing, Loombe didn’t reply direct questions on what number of gamers the service has at this time. “We’re tremendous proud of what we’re seeing thus far,” Loobme mentioned. “We’re not on the level the place we anticipate one hundred pc of our Netflix members to be enjoying video games.”

Netflix plans to launch an extra 40 video games this yr, and Loombe says the corporate has one other 70 in growth with its companions. The corporate’s in-house studios are additionally engaged on an extra 16 video games. It additionally continues to tug in already established video games, together with Uswo’s critically acclaimed Monument Valley and its sequel. Each video games are anticipated to launch on Netflix in 2024. 

Nevertheless it’s telling that one of many platform’s largest upcoming titles is a sport almost a decade previous. Success within the online game world just isn’t about amount over high quality. If it’s not cautious, Netflix may simply find yourself over-saturating its personal platform.