Nobody plays Netflix games

I was about to Two years after Netflix started its big push into gaming, the streaming giant’s presence as a household name doesn’t quite translate. According to the recent findings of the analytics company Apptopia, 99 percent of the service’s users have not touched a single video game on the platform. If you’ve played any of their titles, congratulations: you’re the one percent.

Although this news may not be shocking, it is surprising. Netflix lost about 970,000 subscribers last quarter, and it seems unlikely that the company will make up for them by recruiting players. Statistics obtained by CNBC via Apptopia reveal that games on the platform have an average of 1.7 million daily users – a fraction of Netflix’s subscriber base of 221 million. The total number of downloads for those games is about 23.3 million.

Tech giants indulging in gaming is nothing new. Amazon and Google have tried their hand at hiring all-star talent and working on in-house studios. However, despite their best efforts, the big companies with money were not able to make their way to success. Video games take many years to complete and require hard work and talent from teams that can range from a handful of indie creators to hundreds of developers all over the world. Even when they produce decent games, as Netflix did, it takes more than a few titles to lure people away from their PlayStation, Switch, Steam or Xbox systems — or even the new season of Bridgeton—play it. Netflix knows that its biggest competition for attention on your phone comes from apps like TikTok.

Part of the problem, for Netflix at least, may have to do with awareness. Although the acquisition of clothes like Oxenfri Creator of Night School Studio and Dungeon Boss Developer Boss Fight Entertainment, the company’s investment in games does not show in the way it is marketed and promoted. (Just look at sites that post well-read guides to finding Netflix games.) The player doesn’t have the best reputation when it comes to drawing attention to some of its original projects. The largely unknown fan site that I launched in December had barely begun to germinate when the majority of the staff were fired. Dozens of shows were canceled after just one season – a list that continues to grow. With the games, Netflix seems to barely let users know they’ve been there at all.

It would be easy to say that the streaming giant is not acquiring players because their shows are bad, but they are not. Titles like science fiction strategy game in the breach card game cats explode It’s a hit that performed well on other platforms before being released to mobile devices for Netflix. Assets that expand the company’s flowing worlds, like her Weird things Games with built-in fan bases. Critics have positive things to say, apparently in spite of themselves. Games weren’t given enough time to gain strength.

Netflix has not responded to requests for comment on Apptopia’s results or its handling of current titles, though the giant has been clear about its continued ambition in mobile gaming. The company plans to deliver nearly 50 games by the end of 2022, including new releases such as telling lies Creator Sam Barlow Next addressAnd the immortality. Netflix is ​​fond of repetition and its self-described “crawl, walk, run” model. Obviously, games are still in that infancy stage.

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