After the adverts between two episodes of TV series, Netflix is now thinking about making its mobile games profitable… and why not by stuffing them with advertising, but the platform is considering other options.
Netflix is increasing the prices of its subscriptions, sometimes dizzyingly, but the platform is increasingly hungry for money. The company is now considering several solutions to make its mobile games profitable : In-app purchases and advertising may occur. Or simply purchasing the game outright for titles that required a large financial investment from Netflix.
Subscribers are not interested in Netflix games
According to the Wall Street Journal, all options are on the table, although there is no sign of them being implemented in the near future. “We want to provide a differentiated gaming experience, and that means giving game developers the ability to build games solely from a player enjoyment perspective,” Netflix co-CEO Greg Peters said in April. He added that developers don't have to worry about monetization.
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But statements come and go: Netflix management fought against the reputation of advertising for a long time and finally the platform launched a subscription financed by advertising. The streaming service also always has to prove itself when it comes to video games. Despite some nice measures, the Netflix catalog still consists mainly of undemanding mobile games.
The hit of the Netflix selection is the video game adaptation of the reality TV show Too Hot to Handle, which has 7 million downloads, according to Sensor Tower. Overall, the number of Netflix game downloads reached 81.2 million last year, three times more than in 2022. This is still a fraction of the hundreds of millions of downloads recorded by Roblox or Candy Crush.
According to Apptopia, less than 1% of Netflix subscribers played the platform's titles daily as of last October. A volume that has probably evolved little since then, despite the celebratory arrival of the GTA trilogy at the end of last year. Regardless, the company wants to continue its offensive in the video game market: analysts estimate that the group has already spent $ 1 billion to buy studios and strengthen this activity, launched in 2021.
Read: Netflix is plowing the video game field, hoping to make big profits
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Source: WSJ