The trend of media companies venturing into the gaming industry has been on the rise in recent years. The increasing competition for user attention and the decreasing attention spans of audiences have led streaming services and apps to explore new ways to captivate their users. Expanding into gaming is a logical move for these companies, as the global gaming market is worth a staggering $221 billion, offering them a lucrative revenue stream to tap into.
One of the companies that has made a significant foray into the gaming scene is Netflix. Known for its vast library of movies and TV shows, Netflix has also built a diverse portfolio of games. With nearly 100 titles, including popular games like GTA: The Trilogy, Assassin’s Creed, and Monument Valley, Netflix has a strong gaming offering. What sets Netflix apart from its competitors is its vast intellectual property (IP) library, which allows the company to create games tied to its original series like “Love Is Blind,” “The Queen’s Gambit,” and “Stranger Things.” These games provide an immersive experience for fans and further engage them with the Netflix platform.
Access to Netflix’s gaming offering is free for subscribers of its streaming service, and it can be accessed via the Netflix mobile app on iOS and Android devices. Users can browse the game library and download their selected games separately from Google Play or Apple’s App Store. However, it’s important to note that to enjoy the games, users need to have an active Netflix subscription. Netflix offers three subscription tiers: Standard with ads ($6.99/month), Standard ($15.49/month), and Premium ($22.99/month). Currently, there are no add-on purchases or ads within Netflix games, but this could change in the future.
Although Netflix entered the gaming industry in 2021, its gaming offering didn’t gain significant traction until recently. However, in 2023, the games were downloaded more than 81.2 million times worldwide across the App Store and Google Play Store. The company has been working on expanding its gaming section in various ways. For instance, it has been testing the ability to play games directly in a browser, introducing gamer tags, and experimenting with a cloud gaming service. These developments show that Netflix is committed to growing its presence in the gaming industry and further integrating games into its platform.
Another major player venturing into gaming is YouTube. As one of the leading video platforms, YouTube has always been a popular destination for gamers to livestream their sessions and create content about video games. To cater to its gaming audience, YouTube officially integrated gaming features into its service in May 2024. This integration introduced over 75 minigames to the platform, collectively known as “Playables.”
YouTube’s Playables offer a decent selection of titles, including popular games like Angry Birds Showdown, Cut the Rope, Trivia Crack, and 8 Ball Billiards Classic. These games are primarily designed to provide easy distractions for users during their commutes or as casual gaming experiences in between watching YouTube videos. Initially, YouTube’s minigames were available only to Premium subscribers, but now they are free to play for all users. Playables can be accessed on desktop, Android devices, and iOS devices, without requiring any downloads.
Sling TV, owned by DISH, has also recognized the potential of gaming as a means to attract and retain users. To stand out from its competitors, Sling launched a free gaming platform called “Arcade.” This feature allows viewers to play classic arcade games while simultaneously watching their favorite TV shows or movies. Although the selection of games on Arcade is currently limited to just 10 titles, such as Doodle Jump, Solitaire Clash, Tetris, and Wheel of Fortune, Sling plans to add more titles regularly, especially before popular sporting events.
To access Sling TV’s Arcade, users need to be subscribed to Sling TV ($40-$45/month) or use Sling Freestream, the company’s free ad-supported streaming service. However, Arcade is currently available only on select devices like Amazon Fire TV, Android TV, Comcast, Samsung, and Vizio devices. The split-screen feature allows users to play games side by side with the content they are watching, making it a convenient option for those lazy TV days when binging favorite shows or reality TV reruns.
While entertainment platforms like Netflix, YouTube, and Sling TV dominate the gaming scene, it’s important to note that even professional networking platforms are exploring gaming to attract more users. A prime example of this is LinkedIn, which recently expanded its offerings with three games on its platform. These games include Queens, a Sudoku-style game, Crossclimb, a trivia game, and Pinpoint, a game similar to the New York Times’ Connections game. Each game is designed to foster connections between users and can be played with first-degree connections, meaning people you are directly connected with on LinkedIn. The games can be played once a day, offering a brief but engaging experience for users.
In conclusion, media companies have recognized the immense potential of the gaming industry to captivate and retain their audiences. With the global gaming market valued at $221 billion, it’s a revenue stream that cannot be ignored. Companies like Netflix, YouTube, and Sling TV have made significant strides in the gaming sector, offering diverse gaming experiences to their users. Whether it’s through immersive games tied to original series, minigames for casual entertainment, or arcade games for simultaneous TV viewing, these companies are leveraging gaming to enhance their platforms and engage users in new and exciting ways. As the gaming industry continues to evolve, we can expect more media companies to follow suit and explore the endless possibilities that gaming has to offer.
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