Netflix’s Gaming - Strategic Shift in Focus

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Netflix's gaming division redefines interactive entertainment, focusing on mobile-first experiences over traditional AAA titles.

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Netflix’s gaming division faces a pivotal crossroads as it redefines its approach to interactive entertainment.


The shutdown of Team Blue Studio, tasked with creating a high-end shooter title, sparked industry speculation about scaled-back ambitions.


Alain Tascan, a veteran from Epic Games and Ubisoft now steering Netflix’s gaming strategy, reframes the move as strategic refinement rather than retreat.


“Innovation requires knowing where not to compete,” he asserts, dismissing AAA shooters as territory better left to console and PC giants.




Tascan emphasizes alignment with Netflix’s core mission: creating platform-specific experiences rather than chasing established genres.


While acknowledging Team Blue’s talent, he questions whether console-style projects resonate with Netflix’s mobile-first, episodic-content audience.


The executive hints at future experiments with IP like Stranger Things and Bridgerton , suggesting narrative-driven, bingeable formats over traditional game structures.




Netflix’s gaming pivot mirrors its streaming origins—avoiding head-on battles with incumbents to carve new niches.


Tascan envisions games that “blur lines between play and storytelling,” leveraging Netflix’s cross-media universe.


Though Verdu’s departure and studio closures raise eyebrows, the company insists this signals focus, not failure.


“Our ambition isn’t shrinking,” Tascan clarifies. “It’s evolving to match how members actually engage with their screens.”Netflix is looking to integrate its gaming offerings more closely with its existing and new intellectual properties, aiming to create a seamless transmedia experience. This includes developing games that can be played on TV as well as expanding its mobile lineup with narrative, party, and children's games. At the recent Game Developers Conference (GDC), Netflix showcased "Spirit Crossing," an ambitious, original IP from Spry Fox, a studio acquired in 2022. The game, which has a Studio Ghibli-like aesthetic, is set in a fantastical world and is designed as a massive multiplayer online life-sim. Though the demos are still buggy, no release date has been announced, giving Netflix time to refine the game.


Michael Tascan, the head of Netflix's gaming division, envisions a future where playing games based on Netflix IP, such as the "Squid Game" mobile game, can unlock additional content or rewards in the corresponding show or movie. This integration aims to create a more immersive and interactive experience for viewers and players. Tascan imagines a world where actions taken in a game, such as breaking objects or killing characters, would reflect in the subsequent episodes, changing the story dynamically.


However, achieving this level of integration requires significant technological advancements. Tascan acknowledges that they have encountered challenges, such as server crashes, and are working on perfecting the technology that connects viewing habits with gameplay.


In addition to these technical hurdles, Netflix is also exploring innovative storytelling methods for its popular franchises. For example, Shonda Rhimes' "Bridgerton" is seen as a perfect candidate for a game that allows players to tell their own stories within the rich, historical setting. Other shows like "Stranger Things" and "One Piece" are also being considered for similar interactive experiences.


Tascan emphasizes the importance of allowing players to be themselves in these worlds rather than just playing as established characters. For instance, in a "Harry Potter"-like world, players could choose their own house, cast different spells, and craft their own narrative. The goal is to find attractive worlds where players can immerse themselves and create unique stories.


Aligning the launch of a game with a show or movie, however, presents its own set of challenges. While there is speculation about a "Stranger Things" game coinciding with the final season, Tascan remains tight-lipped on specific timelines. He stresses the need to work closely with creators and developers to ensure that both the show and the game complement each other harmoniously.


For "Bridgerton," the focus is on creating a special, thematic experience that fits the show's tone and style. Tascan is clear that the game will not be a shooter but something that truly captures the fantasy and essence of the "Bridgerton" world.


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