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Mobile games released by Netflix rack up 13 million downloads

It’s a successful launch for the streaming giant’s gaming business. Mobile analyst Craig Chapple chimes in.

In November, streaming giant Netflix broke into the video game publishing industry with a handful of mobile titles available exclusively to subscribers. Now, about seven months later, the company has amassed over 13 million downloads on the App Store and Google Play Store.

That’s according to mobile analytics group Sensor Tower, which has published a report examining Netflix’s push into games. According to the data, the company has averaged more than 1 million downloads each month since November, with some months generating more than 2 million downloads.

“It looks like a good start for Netflix’s game plans, especially considering that it only really started getting a lot of those downloads in late September/October when it started to release new titles,” Craig Chapple, mobile intelligence strategist at Sensor Tower, told GameDaily. “It’s worth remembering that these games can only be played with access to a Netflix account, so if a large number of these installs are playing these titles after downloading, that’s a pretty impressive feat to get users to break through that barrier.”

Netflix’s most popular game is Stranger Things 1984, which has racked up around 2 million downloads. It is followed by Netflix Asphalt Xtreme and Stranger Things 3: the gamewhich recorded 1.8 million and 1.5 million installs respectively.

As one of Netflix’s premier properties, it’s no surprise that its most downloaded titles are bound to be a smash hit. stranger things. For Chapple, this highlights the power of IP in the game development space, potentially paving the way for other streaming services to provide insight into the gaming industry.

IP is also the main driver of competition in the media streaming industry, as illustrated by the number of services available to consumers.

“For a long time, Netflix was the undisputed leader in the streaming market, but it now faces fierce competition from streaming services like Disney+, HBO Max and Amazon Prime Video, which rely heavily on exclusives – which include their own large franchises — to attract consumers to their services,” Chapple explained.

Meanwhile, gaming has become the largest and most lucrative entertainment business in the world, making it a natural target for expansion for streaming providers. For them, bringing their various properties to video games is a potential untapped revenue stream. Of course, there is the added benefit of exposing new gaming industry audiences to these properties as well.

“By releasing these titles on their own platform, it could theoretically broaden their subscriber base by adding another reason to sign up, especially if some consumers aren’t just interested in TV and film production,” he said. Chapple said. “Games could also increase engagement across the platform and with IP, creating more of a one-stop-shop for entertainment that takes time away from the competition.”

It is important to note that high engagement does not necessarily equate to a favorable result for Netflix’s game play. After all, we’ve seen many non-gaming tech companies attempt to bring gaming into the fold with varying levels of success. Still, Netflix seems to be off to a good start.

“I think it’s interesting that Netflix is ​​trying what social platforms have already tried/are still trying,” Chapple pointed out. “The likes of Discord, Facebook, Snapchat and others clearly have incredibly high engagement rates, and have all attempted to bring gaming into the fold, with varying degrees of success, at least in the West. I think that Netflix is ​​off to a good start and is clearly looking to make the most of its best IP address, given its recent announcements.

Going forward, it will be interesting to see how Netflix’s games business grows and if it can maintain its current momentum. It has a solid IP address to work with, including the one mentioned above stranger things— which can undoubtedly attract a large audience.

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Sam, the editor of GameDaily.biz, is a former freelance gaming journalist. It has been seen on IGN, PCGamesN, PCGamer, Unwinnable and many more. When he’s not writing about games, he’s most likely taking care of his two dogs or pretending to know a lot about craft coffee. Contact Sam by emailing him at sdesatoff@rektglobal.com or follow him on Twitter.

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