Netflix Doubles Down on Gaming: Bowling Ballers and Revived Asphalt Extreme Join the Roster
Netflix is continuing its foray into the gaming world, adding two new titles to its growing library of mobile games: Bowling Ballers and a revitalized version of Asphalt Extreme. This expansion, available for free to Netflix subscribers on both iOS and Android devices, arrives just weeks after the streaming giant officially launched its gaming initiative.
The initial rollout included games linked to Netflix’s original content, such as Stranger Things: 1984 and Stranger Things 3: The Game, alongside original titles like Card Blast, Teeter, and Shooting Hoops. Teeter and Shooting Hoops were developed by Frosty Pop, the same studio behind the new Bowling Ballers.
The Asphalt Extreme reboot is particularly notable. Netflix acquired the title after its original developer, Gameloft, shut it down earlier this year. A trailer released on Netflix’s YouTube channel reveals that the updated game retains the off-road racing spirit of the original, allowing players to select from various vehicles and compete across diverse, exotic environments.
Like the existing games in Netflix’s catalog, both Bowling Ballers and Asphalt Extreme are ad-free and feature no in-app purchases. This sets them apart from many other mobile games available today.
While the quality of Netflix’s initial gaming offerings is generally considered decent – with Stranger Things: 1984 being a standout – the company’s broader strategy remains somewhat unclear to industry analysts and observers. Unlike many companies entering the gaming space, Netflix doesn’t appear to be directly profiting from these games. Instead, the aim appears to be more strategic.
The Strategy Behind the Games: Subscriber Acquisition and Engagement
Netflix has offered subtle indications that its gaming initiative is designed to attract new subscribers and offer current subscribers new and unique forms of entertainment. By bundling these games as part of the existing subscription package, Netflix hopes to increase the overall value proposition of its service. The move is a play to differentiate itself in an increasingly crowded streaming market.
The reasoning is twofold:
- Attract New Subscribers: The inclusion of high-quality, free mobile games might be enough to sway potential customers who are on the fence about subscribing to Netflix. The games offer an additional layer of entertainment beyond streaming movies and TV shows, potentially making Netflix a more attractive option.
- Increase Subscriber Engagement and Retention: For existing subscribers, the games provide a new reason to stay engaged with the Netflix platform. Rather than simply passively watching content, subscribers can now actively participate in a new form of entertainment. The more time subscribers spend on Netflix, the less likely they are to cancel their subscriptions.
The types of games being offered also signal the intended audience. Games like Bowling Ballers and Asphalt Extreme are designed to be casual and accessible, appealing to a broad range of players. These aren’t hardcore gaming experiences; they’re designed for quick bursts of entertainment on the go.
Bowling Ballers: Pin-Smashing Fun
Bowling Ballers appears to be a simple yet addictive arcade game. Players likely control a bowling ball, navigating it through various obstacle courses to knock down pins. Frosty Pop’s involvement suggests a focus on creating a polished, accessible gaming experience.
Asphalt Extreme: Reviving a Racing Classic
The return of Asphalt Extreme is perhaps the most intriguing aspect of this announcement. Gameloft’s decision to shut down the original game left many fans disappointed. Netflix’s acquisition and revival of the title demonstrate its commitment to providing a diverse range of gaming experiences. The rebooted version promises to deliver the same intense off-road racing action as the original, with updated graphics and potentially new content. The inclusion of various vehicles and exotic locations suggests a visually appealing and engaging racing experience.
Netflix vs. the Competition: A Battle for Entertainment Dominance
The question remains whether these gaming initiatives will be enough to set Netflix apart in the long run. As other streaming services like Disney+ continue to grow and compete for subscribers, Netflix faces increasing pressure to innovate and offer unique content.
Disney+, for example, leverages its vast library of intellectual property, including Marvel, Star Wars, and Pixar, to attract subscribers. Netflix, while investing heavily in original content, needs to find other ways to differentiate itself.
The addition of games could be a key part of this strategy. By offering a diverse range of entertainment options, including movies, TV shows, and games, Netflix hopes to become an all-in-one entertainment destination.
The Future of Netflix Gaming: An Evolving Landscape
Netflix’s entry into the gaming market is still in its early stages. It remains to be seen how the company will continue to develop its gaming strategy and what types of games it will offer in the future.
Several possibilities exist:
- Expanding Original IP Integration: Netflix could further integrate its original content into games, creating immersive experiences based on popular shows and movies.
- Exploring Different Game Genres: Netflix could expand beyond casual mobile games and explore other genres, such as adventure games, strategy games, or even interactive storytelling experiences.
- Partnerships with Established Game Developers: Netflix could partner with established game developers to create exclusive content for its platform.
- Cloud Gaming Potential: As cloud gaming technology continues to evolve, Netflix could eventually offer a cloud-based gaming service, allowing subscribers to play games on any device without the need for downloads or installations.
A Thanksgiving Distraction?
For now, Netflix subscribers have two new mobile games to enjoy. Whether Bowling Ballers and Asphalt Extreme become long-term hits remains to be seen. At the very least, they offer a couple of new mindless options to play while seeking refuge from relatives over the Thanksgiving holiday. The expansion signals a bold move by the streaming service and serves as an indication that they are willing to take risks in order to retain its dominant position in the entertainment streaming marketplace.
