When you hear ‘Netflix’, what comes to your mind? A streaming network where you can watch all your favorite movies and shows, right? Well, that definition of Netflix is changing—fast! Netflix is diversifying into games and its latest intent was revealed on 8 August 2023 when the company launched the Netflix game controller app for iPhone.
The app which is called ‘Netflix Game Controller’ allows users to transform their iPhones into a game controller. Netflix already has a plethora of mobile games on the Play Store and Apple Store. They even have a dedicated help page that teaches users of the Netflix app how to download and install the games on Android and iPhones.
However, it appears the company’s big vision is to have users play the games directly on their TV screens rather than on mobile phones. While Netflix Game Controller is an ambitious project, only those with Bluetooth-enabled televisions can use the service if compatible games are eventually launched.
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This is because the user needs to pair their phone with the television. After users pair their phones with their TV, they can use the Netflix game controller app to play games available through Netflix services on their television. Another alternative would be for the company to create Bluetooth-enabled hardware.
It is important to mention that the Netflix Gaming Controller app is only available on iOS at the moment There is no timeline on when it will be released on Android—or if it will ever be released on Android.
Netflix game controller has kept everyone guessing
TechCrunch reached out to Netflix for further details about the game controller app as well as a timeline for the implementation of whatever plans they have for the app. However, they did not get a response. The description of the app teases that its functionality is “coming soon to Netflix”.
Netflix made its intention of going into cloud gaming clear in 2022. At TechCrunch Disrupt, Mike Verdu, Netflix’s VP of gaming, said the company was “exploring a cloud gaming offering”. Verdu also said the company would open a new gaming studio in Southern California.
The new studio would be headed by Chacko Sonny who previously worked at Blizzard Entertainment as executive producer. However, the company’s executives mentioned that they don’t see themselves as competitors to Xbox and PlayStation.
“It’s a value add,” Verdu said. “We’re not asking you to subscribe as a console replacement. It’s a completely different business model. The hope is over time that it just becomes this very natural way to play games wherever you are.”
Thriving in the cloud gaming sphere is tough and many have tried to break in without success. Stadia by Google was forced to shut down after a few years. However, Netflix believes its model is different and is highly optimistic about succeeding where others failed.
Netflix blamed the failure of the other companies on their business model rather than the technology. Verdu even praised Stadia games but said the business model was unsustainable. While Stadia tried to make it possible for users to play AAA games even if they didn’t have expensive gaming machines, Netflix simply bundles the free games into its streaming subscription costs.
The enthusiasm around Netflix gaming has declined in recent months
After the announcement late last year, Netflix took a couple of steps towards the actualization of their game streaming goal. However, all that enthusiasm has plunged. In the past few months, Netflix has channeled more energy into cracking down on password-sharing.
No fewer than 5.9 million global subscribers were added to Netflix in the last quarter which brought the total number of subscribers on the platform to 238.4 million. This may be an indication that the crackdown on password-sharing was yielding a positive result.
Hopefully, now that Netflix Game Controller is in public space it would spur the streaming giant to fast-track whatever gaming plans they have. So far, Netflix Games has published more than 70 titles in its streaming app including Oxenfree II: Lost Signals which is also available on PlayStation.
Night School which developed the game has become Netflix’s first in-house studio. It will be interesting to see how the streaming giant scales in the gaming industry using its “special business model”.
Have you played games in the Netflix app before? Feel free to share your experience with us in the comment box below.
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