Since its creation, the streaming platform has been promoting the « On-demand culture », which means that all services should be consumed quickly and spontaneously, at any time; a high cult of immediacy.
Let’s add that Netflix is a brand that focuses its strategy on the experience it gives to its users, but also that it lives with them. And for this, all means are useful, from its social networks, through its communications offering innovative operations, improving the customer experience via the platform by offering ultra-personalized content … Netflix strives to allow consumers to get out of their daily lives, and live a different experience, even unprecedented, at its side.
At the end of the year 2021, the brand announces that in 2022 it will go even further in the offer of experience, by taking an interest in the world of video games; more precisely by developing a new offer of video game streaming.
What is streaming video games?
Just like series and movies proposed by the big red N, streaming video games are games that can be played spontaneously and directly from a platform that offers a subscription service.
A new video game offer that promotes immediacy, and that totally responds to this new On-demand culture to which Netflix belongs. This type of game seems to be crucial in the future of entertainment, totally in line with the will of immediate consumption, but also in a post covid era where the demand in terms of experience reaches its peak.
Does video gaming fit in with Netflix offer?
The platform does not start from scratch this entrance in the Gaming universe. Indeed, Netflix is known as a forerunner of gamification and the use of video game codes to provide a new and totally immersive experience to its consumers.
In 2019, Netflix released Bandersnatch, a new episode derived from its flagship series Black Mirror, in which each user enters the skin of a young man. Between series and role-playing game, the new experience offered by the platform has been very popular. Despite a generally unappreciated experience, the idea has been greatly praised, and that has truly made Netflix a true pioneer in terms of experience. Offering a new streaming video game is therefore in line with the brand’s strategy and positioning.
How will this be provided by Netflix?
This new offer will be added directly into the Netflix catalog, the platform will open a new category for its subscribers, allowing it to offer all the video games it has designed. In one click, users will be able to go from the series Stranger Things to the associated video game to defeat the Demogorgon and other creatures from the Upside Down by themselves.
With this new service already available on our mobile screens, Netflix proves once again its willingness to innovate, in line with the needs and expectations of its users, who are all more keen on immersive experiences than ever. A new offer that could nevertheless be dangerous for the streaming platform, since it will face new competitors, such as Xbox Cloud Gaming, already an expert in the field of streaming video games. The brand will therefore have to succeed in differentiating itself and offering video games that meet the expectations of gamers, but also of video game enthusiasts who are still novices. A challenge that the brand is ready to take up, by buying its own video game editing studio.
So, are you ready to immerse yourself even more in the Netflix universe in 2022?
____________ Noémie TSILA
Word count: 595
Works Cited –
Bloomberg. (2021, July 15). Netflix : du jeu vidéo en streaming dès 2022 et ajouté gratuitement. Frandroid. https://www.frandroid.com/produits-android/console/cloud-gaming/1001669_netflix-du-jeu-video-en-streaming-des-2022-et-ajoute-gratuitement
Bernez, V. (2021, July 15). NETFLIX VA PROPOSER DES JEUX VIDÉO EN STREAMING. https://www.bfmtv.com/tech/netflix-va-proposer-des-jeux-video-en-streaming_AN-202107150165.html
Chapuis, M. (2019, January 3). Interview «Bandersnatch», l’embarras du choix. Libération. https://www.liberation.fr/culture/2019/01/03/bandersnatch-l-embarras-du-choix_1700721/
Perez, S. (2021, November 2). Netflix games are coming to all members on Android, starting this week. Tech Crunch. https://techcrunch.com/2021/11/02/netflix-games-are-coming-to-all-members-on-android-starting-this-week/?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAANBvP3ppTjodsm6l2Udho_-I1ItC8jF2Ry3zsS2mWfCqkhLHyNyD4EyYNHCDyNDabxMkTq
Illustrations –
Netflix. (2021, May 21). Netflix Game [Illustration]. Sird. https://www.sird.eu/2021/05/21/netflix-se-developperait-dans-les-jeux-video/
Netflix. (2021, November 2). Netflix Game[Photographie]. Tech Crunch. https://techcrunch.com/2021/11/02/netflix-games-are-coming-to-all-members-on-android-starting-this-week/?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAANBvP3ppTjodsm6l2Udho_-I1ItC8jF2Ry3zsS2mWfCqkhLHyNyD4EyYNHCDyNDabxMkTqYcOVBlnBxcad6Y8yg0u5C-gZF5jYkoDayDnq5iMxTi1r0LqMwWAZi2i_froDQFdtKc6_qbd91i_pP8kuX4atTBbr6oWkq3mivTIuqb
Great content! Keep up the good work!