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Hey You,
After movies and series, Netflix is now getting into video games. A great opportunity to consolidate its position as an entertainment leader and to broaden its impact. For the moment, the feature is being tested in Poland, a country where the gaming community is particularly active. Let’s take a look at this launch that thousands of people around the world are watching closely.
Two Stranger Things games on the Netflix Android application
Netflix is now going for video games! In Poland, it is now possible to discover on the Netflix Android application, two games inspired by the famous series Stranger Things. Why did we choose this country for the test phase? Just because the video game community is particularly active there. In concrete terms, what do these games look like? Their code names: Stranger Things: 1984 & Stranger Things 3, each corresponding to a season of the series.
A feature not yet 100% integrated on the application
In fact, these games are not new. They already existed on the App Store and Google Play. The difference? They are now highlighted directly in the central tab of the Netflix Android mobile application. Small downside? The games are not integrated directly into the application. The user is redirected via a clickable link, directly to the download of the application of the game concerned. However, they are included in the cost of the Netflix subscription, so there is no extra cost for this feature. For the moment, anyway. The good news? These are great contents that complete the experience around the series or movies present on Netflix. They are also without advertising, and without integrated purchases.
A first step before a larger scale deployment
Netflix had recently stated its desire to position itself as a key player in the video game industry. The company had also said it wanted to start with the mobile world, before moving on to the console world (Xbox and Playstation in particular). For the moment, it is a project under study. According to users’ feedback, the platform will seek to enlarge and enrich its offer, and take more and more place in the entertainment sector. And the possibilities seem endless. Will we go towards immersive games directly linked to the series? Will ads be integrated into this universe later on? Will premium features be integrated to access a wider choice of games? Many questions for which Netflix does not seem to have the answers yet. And the competition is tough (Disney+, Amazon Prime, etc…), many players are investing in the subject.
Video games: a key element for the Asian market
The choice of Netflix to position itself in the gaming universe is not insignificant. It is what the firm considers its main competitor from a screen time point of view. Moreover, it is a colossal market in Asia, a geographical area that accounted for ⅔ of Netflix’s growth in the last quarter of 2021. According to the results, we should see the gaming functionality appear as early as 2022 and worldwide. And you, would you be ready to adopt this new feature?
