Last November, Netflix tackled mobile games in order to diversify its activity. With Netflix Games, the red N set out to conquer the gamers. Nine months later, what about? Well, it seems that Netflix-branded mobile games have failed to seduce subscribers, very few of whom have been tempted.
Netflix Games, the total flop?
Despite a rich and interesting promise, Netflix Games does not take. At least, that’s what Apptopia analysts suggest. Of the several hundred million subscribers to the streaming leader, a derisory number of them play the mobile games available on the application.
Still, Netflix Games has it all. Red N mobile games are free for subscribers to the streaming platform. Then, the giant relies on some of its big licenses to win the hearts of users. Indeed, there are several games Stranger Things and even a game League of Legends (which notably gave us the excellent animated series Arcane). The board game Exploding Kittens is even in the game, in a mobile game version. In addition, the catalog of mobile games is growing regularly.
But the success is definitely not there, Netflix Games attracting only around 1% of the platform’s subscribers. Out of more than 221 million subscribers, Netflix’s mobile games have only been downloaded 2.3 million times with just 1.7 million daily users. A bitter failure. But that’s not really surprising.
Indeed, mobile games are a somewhat special market and those offered by Netflix seem to be aimed at a niche market. gamers. Then, the streaming leader did not choose a big communication campaign to highlight its mobile game service. In reality, the Los Gatos firm is even rather discreet about it. On social networks, Netflix announces the new games that are coming, it’s true, but nothing too grandiloquent.
To discover Netflix’s mobile games, you have to go to the mobile application from your smartphone or tablet. If you have an Android, all you have to do is go to the dedicated tab. But it’s not really highlighted. Under iOS, it’s even worse since there is no specific tab, you have to scroll to the bottom to find mobile games. Interface level, we have known better. And unless you know it, or are really curious, you probably missed it.
Netflix subscribers expect one main thing from the platform: quality series and films. So invest thousands of dollars in mobile games, why not… But surely not at the expense of the rest. Remember that Netflix has been in a bad patch for a while with a colossal hemorrhage of subscribers on its hands. If the turnover of the platform follows, it is quite simply thanks to price increases which do not delight customers. Also, Netflix is crusading against account sharing and that shouldn’t sit well with users either.