Netflix announced it would be entering the gaming space over two years ago, offering free games without ads or in-app purchases. This move appears to be paying off, with Netflix Games experiencing a substantial 180% year-over-year increase in downloads in 2023, according to estimates from Sensor Tower. The games have been downloaded a total of 81.2 million times worldwide across the App Store and Google Play, with the fourth quarter accounting for around 53% of these downloads.
In comparison, in 2022, Netflix games were downloaded 28.7 million times, and in 2021, 5.2 million times, according to Sensor Tower’s estimates.
Originally starting with a catalog of casual games linked to popular Netflix shows like “Stranger Things,” Netflix began acquiring game studios such as Night School Studio, Spry Fox, Next Games, and Boss Fight Entertainment. The goal was to offer a diverse portfolio of games to appeal to various mobile gamers’ preferences.
With these acquisitions, Netflix also established studios globally and began exploring cloud gaming, highlighting its continuous growth in the gaming space. Notably, Grand Theft Auto: San Andreas has become Netflix’s most-downloaded game of all time, demonstrating the streaming platform’s success in capturing the gaming market. In addition, titles like GTA: Vice City and GTA III also achieved significant download numbers in 2023.
The popularity of the GTA titles has boosted the “Action” games genre to become Netflix’s top category, although “Lifestyle” and “Puzzle” games have also gained traction. The release of games like Storyteller, which wasn’t tied to any Netflix show, further confirms that a tie-in is not necessary for gaming success for the streaming platform.
Despite successful game releases, Netflix will need to maintain regular releases and ongoing promotion to keep its gaming momentum. As it looks to the future, Netflix is aiming to develop an AAA studio from scratch to work on a multi-platform game based on unique IP.
This move aligns with Netflix’s plans to expand its gaming portfolio, as it has nearly 90 more games in development for the upcoming year. The streaming giant’s foray into gaming is expected to continue growing in 2024.
