Xbox Game Pass, PS Plus, and PS Now are starting to show how AAA gaming can be upended and evolved through subscription services, but it certainly wasn't the first industry to do so. Movies and TV streaming was obviously the first, with Netflix sort-of acting as one of the major pioneers of an entertainment media subscription service. Granted the company started as a physical media rental service, the online streaming side exploded after beginning in 2007, building off the innovations of YouTube in making video internet streaming a reality. Now, gaming is seeing a similar evolution with subscription services, something that Netflix may be jumping in on as well.
Earlier this year, Netflix hired Mike Verdu, a former executive who has experience with companies like Oculus, Zynga, EA, and more. Given the diversity of console and mobile experience in games, many weren't sure what Verdu's role in Netflix's gaming initiative would play out as. However, as of this month, Netflix has officially launched its gaming offering as part of existing Netflix subscriptions. After a testing period in a few countries, several titles are now available to anyone with a Netflix account and an Android device. "Android" is a key element here, because according to Netflix's future gaming plans, the service is perplexingly focusing solely on mobile gaming.
The Potential for Netflix Gaming Seemed Promising, At First
Many figured that, in the wake of similar offerings from other gaming platforms (Google Stadia, Xbox Cloud Gaming, PS Now, etc.), Netflix would dip its toe into game streaming. This was first evidenced by some of the first-party interactive experiences that the streaming service was hosting on its platform, like Minecraft: Story Mode and Black Mirror: Bandersnatch. Then, the company announced the acquisition of Night School Studio, the indie studio behind games like Oxenfree. However, the streaming service's gaming initiative is beginning with the mobile platform, potentially expanding further beyond Android/iOS as its gaming initiative develops in scope.
Strange as it may seem that Netflix is dipping its toes into one of the most competitive gaming markets headfirst, rather than crafting its own proprietary experience, it does make a lot of sense. The company clearly intends to start small just as a gauge for its subscriber base, which should help determine how the service intends to expand the reaches of its gaming initiative. Offering up popular mobile games free of charge to existing Netflix subscribers is a comparatively quick and easy way to get some preliminary data on its existing subscriber base on gaming interest. However, the execution of this plan is certainly perplexing, for multiple reasons.
Netflix's Current Gaming Initiative Doesn't Offer Anything New
For one thing, the mobile games that are on offer with a Netflix subscription aren't exactly brand-new, first-party titles exclusive to the streaming service. To start, Android and iOS players gained access to Stranger Things: 1984, Stranger Things 3: The Game, Shooting Hoops, Card Blast, Teeter Up, and more recently, Bowling Ballers, and Asphalt Xtreme. In particular, Asphalt Xtreme emphasizes the strangeness of Netflix's beginning roster of games; most of the games are a few years old at least, and aren't relevant to most modern mobile game fans in 2021. Compared to more popular games in the Top Free or Top Paid charts on Google Play, they're not even close.
Even putting aside gripes like a scarce starting library or exclusivity, there's nothing in this current lineup of games that has a serviceably unique offering for the debut of Netflix's gaming capability on mobile. It's arguable whether or not the Stranger Things mobile games are enough of a hook to get Netflix subscribers to check out the games section, but there's no enticingly popular game exclusive to Netflix's platform yet. Mainstream games like Raid: Shadow Legends or one of the many Grand Theft Auto mobile ports, or even something comparatively niche like Fantasian or Behind the Frame, would make sense as an enticing Netflix-exclusive game.
The current library of mobile games isn't going to do Netflix any favors, regardless of whether or not the company intends to add more games in the coming months. Without making a particularly grand entrance into gaming, many are perplexed as to why these mobile games even exist as a portion of Netflix's subscription. Netflix believes that expanding into gaming is a way for the service to differentiate itself from streaming competitors, many of which are acquiring shows with exclusivity deals. However, on this initial outing, Netflix's gaming initative is off to a very slow start that isn't offering anything different from what the mobile app stores already offer.