The Morning After: Netflix's slow start in gaming

·Bureau Chief, UK
·4 min read
Netflix

Netflix’s entry into the gaming market has been quiet. According to analysis by Apptopia, Netflix games have been downloaded 23.3 million times and have an average 1.7 million daily users. Framed against the 221 million customers paying for the streaming service, it’s not a great number — just one percent of them. The company indicated it didn’t expect its gaming division to be profitable immediately. “We’re going to be experimental and try a bunch of things,” Netflix COO Greg Peters told investors during the company’s fourth-quarter earnings calls last year.

But given that Netflix is not afraid to cut well-regarded shows after a few seasons, how long will it be willing to run a gaming arm before it’s successful? And what does success look like for Netflix? Earlier this year, the company paid $72 million to acquire Next Games, the studio behind Stranger Things: Puzzle Tales. More recently, it secured exclusive mobile rights to beloved indie titles like Spiritfarer and Into The Breach.

For what it’s worth, Poinpy is a pretty wonderful game worthy of your smartphone gaming time.

— Mat Smith

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