Why Netflix’s push into video games doesn’t make sense

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With subscriber progress hitting headwinds in 2021 after a COVID-19-led surge in 2020, Netflix lately made a splashy announcement that it was hiring a gaming government, Oculus and EA alumnus Mike Verdu, to construct up the corporate’s newly minted interactive division. Studies quickly adopted that Netflix would begin providing video games on the service inside a yr. Particulars are sparse at this level, however the assumption is that Netflix will create games round well-liked Netflix franchises—suppose Stranger Issues—as a technique to “improve and deepen member engagement,” as a job itemizing lately put it. 

The transfer isn’t all that stunning. There have been rumblings about Netflix seeking to rent a prime gaming exec inside the gaming trade for a yr now, and Netflix cofounder and co-CEO Reed Hastings has referenced Fortnite as certainly one of Netflix’s greatest opponents. But it surely is audacious for a corporation that has been so disciplined about refraining from sideline companies, as a substitute preserving its concentrate on doing only one factor very well: providing films and TV reveals to stream.

That single-mindedness appears to be weakening, nonetheless, because the streaming wars rage on: Amazon Prime is now head-to-head with Netflix in terms of subscribers, with over 200 million worldwide, and it doubtlessly simply boosted its content material library with the acquisition of MGM for $8.5 billion (if regulators allow it). Apple TV Plus remains to be enjoying subscriber catch up, nevertheless it’s gaining essential acclaim with reveals like Ted Lasso, which simply scored 20 Emmy nominations, together with Excellent Comedy Collection. HBO Max and Disney Plus, in the meantime, are loading up with tentpole choices, equivalent to, respectively, House Jam: A New Legacy and Black Widow, from their mother or father firms.


With strain from all sides, and an unspectacular outlook forward as COVID-19 (doubtlessly) begins to subside—upfront of Netflix reporting second-quarter earnings after the market shut on July 20, the corporate projected that it might add simply 1 million subscribers within the quarter—Netflix is on the lookout for new methods to spice up subscribers, its one and solely income stream, and justify future worth hikes. 

However venturing into games has many observers scratching their heads, given the technical and monetary challenges of the games trade. “Once I say it’s unattainable and Netflix goes to fail miserably, I’m not saying that as a result of I’m a Netflix hater,” says Wedbush Securities analyst Michael Pachter. “I’m saying it as a result of to me that is like Starbucks saying, ‘We’ve determined to get into the FedEx enterprise as a result of individuals come to our retailer already. They’ll choose up their package deal once they get their espresso.’ It’s like, ‘Are you loopy? Why do you suppose you are able to do that?‘” 

Pachter identified the price of build up a games enterprise, recalling how Disney abruptly shut down its Infinity gaming division in 2013, even after it had generated $1 billion in income. “They couldn’t make any cash,” Pachter says. “Their games had been superior, however they couldn’t scale it. Their overhead was so nice, the price of games was so nice, even with a billion {dollars} in income.”

Google, in the meantime, has been struggling with its game-streaming service, Stadia, which has failed to satisfy progress targets. 

Netflix has mentioned its games will probably be out there to subscribers on its platform, alongside TV and film choices. However questions abound: How would individuals play them? With a distant? That might restrict actions to up, down, left, and proper. So maybe Netflix would produce a controller and get it to its 200 million subscribers. However that will imply creating one which’s suitable with a number of sensible TV platforms. 

Moreover, “Netflix doesn’t personal any console platforms,” one insider remarked. “Additionally they don’t personal cell distribution. Greater than 70% of cell sport distribution is on iPhones, in order that they’d need to undergo the app retailer, and Apple would take 30%.”

This particular person mentioned Netflix’s information felt extra like an announcement than anything. “In the event that they had been actually severe, they’d have introduced a giant acquisition”—of a gaming studio or writer—a method the corporate has pursued on the leisure entrance, making huge offers with showrunners; or its one acquisition in its historical past, shopping for the comic-book firm Millarworld. “One thing that will get them both distribution or content material. Hiring individuals doesn’t really feel severe.” 


But even when all technical questions are ultimately answered, simply how potent is Netflix’s content material from a gaming perspective? Past Stranger Issues, the corporate has struggled to churn out the sort of international franchises that will lend themselves to sport enlargement. “I don’t suppose Bridgerton: The Sport sounds that attention-grabbing,” Pachter says. To not point out the monitor file for TV show-to-video sport variations is very blended, the largest standout being The Strolling Useless sport. The transition from films is even much less spectacular, except Star Wars games. 

The thought has been floated that maybe all that is an extravagant advertising and marketing ploy. That perhaps Netflix isn’t going to attempt to make the following Name of Obligation however as a substitute will concentrate on interactive “experiences” alongside the strains of Black Mirror: Bandersnatch. This will surely be extra possible, however would fail to seize what Netflix appears most keen on: the large gaming viewers, the one which accounts for 840 billion minutes’ value of viewership on Twitch thus far this yr. 

If Netflix is simply going to pour cash into cooler advertising and marketing, then, as Pachter says, “Who cares? Are you jonesing to make one other choice in Bandersnatch? Avid gamers don’t want that. That’s nice for advertising and marketing the present, however I simply don’t suppose it issues in any respect.”