Netflix Inc (NASDAQ:NFLX) wants to bring its most popular intellectual properties (IP) like Stranger Things, Squid Game and Bridgerton to the living rooms of its subscribers as gaming experiences as part of its strategy to stay relevant amid rising competition from other streaming platforms.
Vice president of external games at Netflix Leanne Loombe told BBC News: "Games are one of the biggest forms of entertainment out there today, so it really is just a natural extension for Netflix to include them as part of the subscription.”
Loombe noted that the lines between the different ways people enjoy entertainment are blurring.
"When you're in that moment, looking to sit and watch a movie or be more active and play a game, we want to make sure we have something for you,” she said.
"Our goal is to have a game on the service for everyone. Not focus on making one big experience, but rather a selection of titles that members can choose to play."
The streaming giant has already taken some of its IP into the gaming world, with games available to play on the Netflix mobile app since November 2021.
Additionally, through a partnership with Liverpool, UK-based Ripstone Studios, Netflix is developing a chess simulator based on its show The Queen’s Gambit that will follow the journey of the series’ main character Beth Harmon.
Netflix is dipping its toes into the gaming pool slowly following the mixed success of other film and television companies who have tried to cross over into gaming, such as Google and Amazon.
"We're very early in our games journey right now," Loombe told BBC News. "When it's such a big industry like games, and there's already some fantastic titles out there in the market that players really love, we just want to make sure we were doing things in the right way."
Contact the author at emily.jarvie@proactiveinvestors.com
Follow her on Twitter @emilyjjarvie