Less than 1% of Netflix subscribers want to play its mobile games – TechCrunch

As Netflix struggles to keep consumers subscribed to its streaming service, its mobile gaming company looks like a bust. CNBC reported that according to app analytics company Apptopia, Netflix games have been downloaded 23.3 million times in total and there are an average of 1.7 million daily users. This means that less than 1% of the streaming giant’s subscriber base (around 221 million subscribers) are interested in Netflix games.

Netflix told TechCrunch that it does not disclose the number of players. However, Apptopia’s report may shed light on just how unpopular its game offerings are.

By comparison, leading mobile games like Subway Surfers, Roblox, and Among Us each have more than 100 million downloads, according to Apptopia. Netflix has a long way to go before it can reach this level of popularity.

Netflix recently lost nearly a million subscribers, so it’s not hard to see why the company wants to invest in more games. Netflix Games launched in 2021 and currently offers more than 25 games through the Netflix mobile app. The company intends to double its catalog by the end of 2022 and release more than 50 games.

While Netflix hasn’t disclosed how much it’s spending to develop its mobile gaming division, the company has acquired three game studios: Boss Fight Entertainment, Night School Studio, and Next Games. As TechCrunch previously reported, the Next Games acquisition cost the streamer approximately $72 million.

In July, Netflix announced three new games, including the award-winning titles Into the Breach and Before Your Eyes. Their catalog also includes a variety of games related to popular Netflix shows, such as “Stranger Things,” “Queens Gambit,” “Shadow and Bone,” and “Too Hot to Handle.” If Netflix continues to explore leveraging its own IP for new games, that approach could bring in more subscribers.

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However, shows that have been out for a while and don’t have a strong fan base probably won’t do as well as games based on “hot” shows like “Stranger Things,” for example. When the fourth season of “Stranger Things” premiered, the two Netflix games based on the show, Stranger Things: 1984 and Stranger Things 3: The Game, saw a spike in downloads, Apptopia told TechCrunch.

To play a Netflix mobile game, subscribers can find them for free on the streaming app in the dedicated game queue. Players are redirected to download a separate app for each game. Once downloaded, only Netflix subscribers can play the games, which are available on Android and iOS devices.

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