Netflix’s proposed acquisition of Warner Bros. has pulled consideration towards studios, IP possession, and the way forward for the leisure trade at giant. It’s a giant deal, and we all know it’s not pushed by urge for food for the Warner Bros. gaming arm which is taken into account “comparatively minor” within the grand scheme of issues. What has acquired far much less consideration is how Netflix’s personal video games strategy is evolving, and what the information now tells us about what is definitely working contained in the platform.
One factor that Netflix is extremely obsessive about proper now’s engagement. As of the beginning of 2025, the streamer ceased common disclosure of subscriber metrics, shifting to highlight engagement as an alternative. It’s truthful to imagine this was all the way down to international subscription saturation, however that first mover scale offers the streamer a pure edge when utilization turns into the measure of success. Gaming is a lever in that strategy, and our evaluation of the Netflix catalogue, simply printed because the Netflix Kids Gaming Report, suggests its sure varieties of video games that see sustained visibility.
The streamer’s video games journey has moved rapidly, beginning with early interactive storytelling codecs like Black Mirror: Bandersnatch earlier than pivoting to cellular video games the place it now has greater than 100 titles. Latest bulletins from the streamer have organised the strategy round 4 core pillars: Mainstream Video games, Narrative Video games, Occasion Video games and Kids Video games. The existence of those pillars issues lower than the person titles inside them, which is the place the information turns into extra revealing.
The query is “what truly works?” The trending rating knowledge we analysed for our analysis reveals that good old school cellular video games like Solitaire and Snake have ongoing footing. GTA: San Andreas and Soccer Supervisor Cell additionally maintain agency as evergreens. IP-based video games function, however are much less constant, peaking decrease and falling extra rapidly. We monitor this intimately in the report.
There’s clear momentum in kids video games on Netflix. From a UX perspective, video games are actually obtainable straight in kids profiles as of final weekend. “Quite a lot of our early work was about constructing the best foundations, particularly round parental gating and security. Now we’re in a position to supply a extra seamless expertise for our youngest members,” says Lisa Burgess, GM of Netflix Video games (Kids).
The recent update to the Kids UX additionally noticed prompt impression. Various Netflix’s kids video games hit prime rankings in US app shops over the weekend, according to the replace. With discoverability addressed, and the parental worth proposition clear, it’s truthful to imagine that preschool gaming might take up extra space within the gaming rating going ahead.
Parental consent stays central to this consumer journey. Whereas kids profiles now floor video games, accessing them nonetheless requires a obtain through the app retailer, an atmosphere that calls for cautious dealing with for youthful customers. The problem is balancing visibility and entry with security. For Netflix, surfacing video games in kids profiles resolves the invention hole, however sustaining parental involvement within the obtain move is actually necessary.
Along with that, new titles are approaching board, many tied to beloved and well-known IP reminiscent of PAW Patrol and SpongeBob SquarePants. “We wished to deal with issues which might be extremely recognisable for kids and that fall into a number of classes. It may be large IP on our service, or well-known toy or literary IP,” mentioned Burgess. This mirrors the strategy Netflix takes with kids TV acquisition, the place the streamer usually pursues established manufacturers like Peppa Pig, in addition to creator-led properties from YouTube reminiscent of Ms. Rachel and CoComelon.
Alongside video games designed particularly for kids, there are additionally many kid-appropriate titles reminiscent of Snake and Minimize the Rope. Child-appropriate video games make up for practically 1 / 4 of the general providing based on our analysis. On the similar time, a good portion of {the catalogue} stays unsuitable for youngsters together with video games tied to Cash Heist or Intercourse Schooling, or a model of GTA: San Andreas.
There’s loads for fogeys to love in regards to the Netflix gaming expertise: the interface gives curated titles which might be freed from advertisements and in-app purchases. The clearest alternative stays preschool. That is the viewers the place parental belief, recognisable IP, and low-friction mechanics align most cleanly. It’s no coincidence that Netflix has invested closely in foundations right here earlier than pushing additional up the age curve.
Issues get tougher when pursuing older audiences. From 6+ the media food plan of kids diversifies considerably each by way of IPs and platforms. Roblox turns into practically ubiquitous, however Netflix has ambitions to seize a few of this too. “As we go into 2026, we’re pondering extra about how can we develop nice experiences for six to eight… it’s a tougher viewers, the ecosystem is extra aggressive however not inconceivable” says Burgess.
There appears to be renewed focus in Netflix video games although the target is centred across the distinctive area the streamer can personal, moderately than constructing a focused revenue-driven gaming vertical. The push into household social gathering video games, which prolong from the TV interface through good telephones, reveals a broader however aligned goal to personal extra shared lounge experiences.
On kids the foundations have been laid and the worth is clearest in preschool. How far Netflix can push into older kids will probably be a extra complicated take a look at, however with out the stress of direct monetisation, the streamer could also be nicely positioned to unlock extra distinctive types of innovation. For builders, this indicators that success on Netflix with older kids will hinge on codecs that compete on engagement moderately than monetisation.
To obtain a replica of the Netflix Kids Gaming report click on here.