What Happened?

Netflix has announced the launch of their video game division, Netflix Gaming. The streaming platform plans to roll the service out across their mobile app over the coming months, with the early stages of development already underway.

 

What is available?

For now, Netflix Gaming is only available in Poland as part of initial testing. Members will be able to access two mobile games based off of the Netflix title, Stranger Things. ‘Stranger Things:1984’ and ‘Stranger Things 3: The Game’ can be downloaded via the Google Play store, and will only be accessible on mobile devices as independent applications.

 

What does this mean?

The gaming division will be accessible to Netflix subscribers as a free addition to their current streaming service. Netflix has stated that their goal is to offer the gaming service without advertising, ads or in-app purchases. Although this means advertisers will again be taking a back seat in welcoming the new offering, the launch indicates a door opening for multimedia applications. With SVOD and gaming worlds now combining, cross device advertising opportunities will begin to emerge in this space.

 

What is next?

Netflix’s gaming offering is expected to be added to their iOS app within the coming months. Users will be able to interact with the app in more immersive & interactive ways, with Netflix’s entertainment extending beyond the traditional passive viewing experience.

 

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