Netflix’s Gaming Gamble: A Desperate Play or a Stroke of Genius?
Netflix, the undisputed king of streaming, has ventured into the gaming realm, a move that has raised eyebrows and sparked debate. After months of anticipation and speculation, I finally took the plunge and explored Netflix’s new gaming offerings on my iPhone, eager to understand the platform’s vision for its role in the gaming landscape.
As an iOS user, the experience differed slightly from that of Android users, who gained access to the games on November 2nd via the Google Play Store. This date also marked the appearance of a dedicated "Games" tab within the Netflix app on Android devices. Apple’s stringent policies necessitate that games be downloaded as standalone entities from the App Store, resulting in a more circuitous route for iOS users.
The initial offering comprises five games, which, to my surprise, proved to be quite enjoyable. "Stranger Things: 1984," a charming 8-bit RPG, successfully captures the essence of the beloved show. The game’s pixelated rendition of Jim Hopper, lamenting his decision to quit smoking upon encountering an ashtray, perfectly encapsulates the show’s quirky humor. "Stranger Things 3: The Game," initially released in 2019 to mixed reviews, also makes an appearance. The remaining three games, while not explicitly tied to Netflix IP, offer simple yet engaging gameplay reminiscent of casual mobile games designed for short bursts of entertainment. Think getting a ball in a hole or playing cards to pass the time.
The fact that these games are fun isn’t shocking, considering Netflix’s acquisition of Night School Studio, the indie developer renowned for its cult classics, back in September. This acquisition signaled Netflix’s understanding of the gaming scene and its commitment to delivering quality narrative-driven gaming experiences. However, the more pressing question isn’t whether these games are good, but rather, what their purpose is within the Netflix ecosystem.
While Netflix remains the dominant force in streaming, concerns about maintaining its position are evident, especially with the rise of competitors like Disney+, which threatens to overtake Netflix by 2024. The company is under pressure to protect its market share and satisfy its shareholders. In response, Netflix has launched a barrage of initiatives that stray far from its core streaming business, bordering on desperate and bizarre.
Netflix’s strategies for bolstering subscribers in 2021 seem to fall into two distinct categories, both presumably designed to appeal to the elusive "cool young people": gaming and TikTok-style content. In March, Netflix introduced "Fast Laughs," an infinite scroll feed reminiscent of TikTok, showcasing highlights from the platform’s comedy library. Just a day before the iOS game launch, Netflix unveiled "Kids Clips," a feature intended to expose young viewers to its extensive collection of children’s programming.
While video games are universally appealing, it’s unlikely that anyone will subscribe to a streaming service solely to play "Shooting Hoops," a game that, inexplicably, involves firing a basketball with a gun attached to it into a hoop. Moreover, the requirement to download the games separately, rather than streaming them directly within the Netflix app, detracts from the seamless experience that streaming platforms typically offer.
Similarly, while TikTok has captured the attention of millions, it’s doubtful that users will flock to Netflix to watch 15-second clips of funny moments from the platform’s shows. The desperation underlying these initiatives is palpable, creating a sense of unease.
Netflix should focus on its international programming, where it has experienced significant success. Its adoption of more Africa-centric and African-produced programming, along with the global phenomenon of "Squid Game," a South Korean production, demonstrates the potential of investing in diverse content. But alas, my expertise is limited. After all, I’m just an idiot addicted to Shooting Hoops.
Netflix’s new games—"Stranger Things: 1984," "Stranger Things 3: The Game," "Shooting Hoops," "Card Blast," and "Teeter Up"—are currently available to subscribers on Android and iOS. Only time will tell if these ventures will secure Netflix’s future in the streaming wars. The real questions that are floating in the air are how long they will be available and whether this foray into the gaming world is just a quick cash grab or if it is truly a serious investment in a future entertainment platform that seamlessly integrates various entertainment mediums.
