Last year in November, Netflix launched mobile video games on Android and iOS with five titles exclusively available to subscribers. The popular video streaming service ventured into mobile games in the hope to keep existing subscribers engaged and attract new ones.
CNBC reports that Netflix is going to expand its video games catalog from 26 to 50 games by the end of this year in spite of having a very low number of daily active users (DUA).
Only 1% of Netflix’s 221 million subscribers engage with its games daily
After a decade, Netflix recently reported a loss of 200,000 subscribers in Q1, 2022, and a loss of million subscribers in Q2, 200 with a 2% decline in market share in the United States. On the other hand, the streamer’s competitors gained subscribers in both quarters.
The streamer identified Epic Games and TikTok as its biggest rivals for users’ time.
Under such circumstances, the importance of mobile games has increased for Netflix from 26 to 50 in spite of a low daily engagement. The report states that Netflix games have been downloaded 23.3 million times but only 1.7 million out of 221 subscribers engage in games daily which accounts for only 1% of the streamer’s subscriber base.
However, the company’s Chief Operating Officer Greg Peters said that Netflix has acquired experience in games and would experiment with a lot of different “things” to engage and attract subscribers because the company has long-term goals.
D.A Davidson senior analyst Tom Forte believes that the streamer can increase engagement.
“One of the many advantages to Netflix in pursuing the strategy is the ability to drive engagement beyond when the show first comes out on the platform.”
The streamer acquired three video game developers in 2021. Leanne Loombe, the streamer’s head of external games said that the company was open to licensing games in the coming years. He added that the main idea is to offer games that resonate with the subscribers.
Currently, the streamer offers the following mobile games:
- This is a true story
- Arcanium: Rise of Akhan
- Stranger Things: 1984
- Teeter (Up)
- Card Blast
- Bowling Ballers
- Dominoes Cafe
- Townsmen – A Kingdom Rebuilt
- Before your eyes
- Dungeon Dwarves
- Dragon Up
- Shooting hoops
- Stranger Things 3: The game
- Relic Hunters: Rebels
- Shatter Remastered
- Asphalt Xtreme
- Mahjong Solitaire
- Into the Breach
- Exploding Kittens – The game
- Into the dead 2: Unleashed
- Krispee street
- Hextech Mayhem: A league of legends story