Sources: Netflix is looking to hire an executive to oversee an expansion into video games, as it considers options including an Apple Arcade-like games bundle
The arc then broadened from staffing to content strategy: Netflix said it was open to licensing major game IP, and later coverage described a library of games alongside a larger development slate. That makes the bundle question consequential: it frames games as programming within Netflix’s service rather than a standalone product.
First-order effects
Netflix must define the remit of its new games executive, including whether games are acquired, developed, or packaged as a subscription benefit.
Apple Arcade becomes the clearest named reference point for Netflix’s early packaging decision, even though Netflix had not yet committed to a bundle.
Second-order effects
A subscription-bundled approach would put pressure on Netflix to secure a steady game pipeline, a need reflected later in its game-development leadership hire and interest in licensed IP.
Game publishers considering Netflix face a different distribution proposition from an individual-title sale: access to Netflix subscribers in exchange for operating within the service’s content model.
Third-order effects
If Netflix treats games as a recurring programming category, streaming competition shifts further toward retaining subscribers with a broader bundle of interactive and video entertainment.
The later move toward both internal game leadership and licensed IP suggests that platform operators may combine production, licensing, and subscription distribution rather than rely on any one game supply model.
The trend: Subscription video services are testing games as an adjacent programming layer, using bundles and content pipelines to deepen the value of the core service.
I guess all those investor calls of Reed Hastings saying Netflix's biggest competition is video games are finally resulting in a new strategy: https://www.theinformation.com/ ... https://twitter.com/...
Netflix is flirting with the idea of creating an “Apple Arcade”-like experience. Until I see some actual results (and then some), I'll be pretty skeptical, but maybe they'll do what Amazon and Google can't. https://www.theinformation.com/ ...
I love the beautiful irony of Epic and Apple lawyers spending nearly four weeks using Netflix as an example when debating whether something is a game or not, only to end with Netflix going, “Actually, we're gonna be a games company, too.” https://www.theinformation.com/ ...
Netflix is looking to hire an executive to oversee an expansion into video games. Reminds me of how iQiyi has been doing this in China for a while. https://www.theinformation.com/ ...
This week in news: AT&T is a phone company again Netflix is now a games company Disney is back to being a parks company And ViacomCBS is just honored to be considered https://twitter.com/...
Media bundles of the future will be multi-media & audience-focused rather than multi-audience & medium-focused. It's a folly to assume video-only will prevail in a world where technology means distribution of video, audio, text, interactive can happen on the same surface. https:/…
Reed Hastings, June 2020: “Video games, a great and interesting area...But Ted's got big plans to spend future billions in our movies, in series, in animation. And so we've got lots of places to put the money. Netflix, today: https://www.theinformation.com/ ...