More than two years ago, Netflix revealed its intention to break into the gaming industry. As the mobile gaming market was dominated by free-to-play and ad-supported models, Netflix planned to offer games that were free without ads or in-app purchases. This strategy appears to be paying off, as Sensor Tower estimates show a 180% year-over-year increase in 2023 Netflix Games downloads, totaling 81.2 million worldwide.
In 2022, Netflix games were downloaded 28.7 million times, with the fourth quarter accounting for 36% of those downloads. This percentage increased to 53% in 2023, indicating the success of Netflix’s gaming strategy. The company initially focused on casual games tied to its popular shows like Stranger Things but later expanded its portfolio through acquisitions of various game studios.
These acquisitions allowed Netflix to establish studios around the world, leading to a diverse portfolio of games to appeal to different gaming preferences. The success of Grand Theft Auto: San Andreas as the most downloaded game on Netflix’s platform demonstrates the growing popularity of the gaming service.
Furthermore, Netflix’s gaming audience is not limited to a single genre, with Action, Lifestyle, and Puzzle games proving to be popular among users. These gaming offerings, along with tie-ins to Netflix’s streaming titles, have contributed to the overall success of Netflix Games.
However, the recent decline in daily game downloads following the GTA releases suggests the need for regular releases and ongoing promotion to maintain the momentum in Netflix’s gaming portfolio. The company is also building an AAA studio for a multi-platform game, signaling its commitment to expanding its gaming offerings in the future.
Image Credits: Appfigures
Looking ahead, Netflix has announced nearly 90 more games in development for 2024, indicating its continued commitment to expanding its gaming portfolio.
