Netflix’s Gaming Problem
Netflix has come to mean and represent a lot of things since its inception. At first a one stop for many popular movies and shows that we’ve all come to recognize and appreciate. The murderer of cable subscriptions and also the compartmentalization of digital mediums into exclusive services. Since gaining enough media leverage Netflix has begun to expand its storehouse and platforms from everyone else’s productions into their own. Perhaps with other networks creating their own streaming services and fracturing the market along with Netflix’s own business plan it was their only way of staying on top.
They expanded quickly with producing their own shows and movies, signing exclusive deals, adding more quality and fidelity to their subscribers accounts. Regardless of how long a production lasted, for every show they cancel Netflix has several more on the burner ready to go. They clearly have resources for multiple projects at all times are not afraid to experiment with them.
In 2019 a quiet arms race began in the world of animation, mainly in anime. In November of that year Disney+ launched and brought many of it’s own productions out of the vault- their animated classics were released from timed DVD and BluRay releases along with Pixar and Marvel’s own animated shows. In February 2021 HBO announced a deal with Cartoon Network, streaming new versions of their shows like Ben 10 and Gumball. A few months later in March Paramount+ announced a deal with Nickelodeon, streaming their shows on their new streaming service. In August Sony announced its acquisition of both anime streaming giants Crunchyroll and Funimation. The exclusivity ring of shows had shrunk dramatically with these announcements.
Netflix has had a Anime division since 2014, proudly hanging their banner on really anything they thought would qualify as anime. Shows like Pacific Rim, Cannon Busters and Castlevania all sharing the Anime label. I would see this as a weird flex when shows looked more like a WB production than something produced by Studio Bones or Ghibli. Regardless of the weird labeling the quality of the shows isn’t up for debate, they’re pretty good for what they are even if I’m not a fan.
In November last year Netflix then announced that they would expand their service toward games that you could access through your account. Among the first titles announced were games based on Stranger Things which had seen success on consoles. I haven’t heard much about these or the other casual titles announced, but it’s been reported that Netflix wants to have “the absolute best” gaming service in the industry.
I don’t think anyone can take this claim at face value considering the fidelity of other services on more established platforms. Game Pass has a fraction of the amount of subscribers that Netflix has but Netflix has a fraction of games that are currently offered by Xbox’s service. This also aligns with the install base of the Nintendo Switch and PlayStation 5. What Netflix is willing to do to raise the value of this service remains to be seen, but with their track record of swiftly canceling unsuccessful shows proves they may not be willing to play the long game in this arena.
Maybe this is a move spurred by investors demanding Netflix expand its services into other viable models. With game streaming services becoming more of the norm, it only seems logical they would dip their toe into the pool. I wonder how or even if Netflix can attract strong developers to their service. Their message is ambitious, but can it be believed? Adding another arm to their service, Netflix can raise their prices claiming game streaming adds value to your subscription whether you play games or not. I wonder how long they can make that claim before pivoting back to focus on shows and movies.
Without strong evergreen titles I doubt they will last long, but time will tell.
