Netflix is ​​launching its own video game studio in its latest push into gaming

It once operated as a DVD distribution company, but has now expanded to include production and streaming. It looks like Netflix is ​​making its next big bet on the development of the gambling industry.

According to an announcement made by Netflix on Monday, the streaming media giant will set up its first in-house video game studio in Helsinki, Finland. This comes as the company increases its reach in mobile gaming.

The revelation comes after a difficult year for Netflix, which reported it was losing members for the first time in more than a decade and saw its stock drop more than 60 percent in 2022 amid a general market decline. Tom Forte, senior research analyst at DA Davidson, said he sees the move into gaming as “an example of Netflix playing offense, not just defense,” despite some recent cost-cutting initiatives the company has taken.

According to Forte, “it’s a credit to Netflix that they’re thinking long-term.” “If you think about their hubs, which includes moving from selling DVDs to streaming, they’re thinking long-term and acting long-term.”

Forte also said Netflix was particularly astute in “seeing early” that gaming was a competitive threat to its audience, given the amount of time people now spend both playing and watching video games. Forte said that’s especially impressive coming from Netflix. This transition also gives Netflix an additional opportunity to commercialize some of its more popular franchises, such as the Stranger Things series.

_Netflix is ​​launching its own video game studio
_Netflix is ​​launching its own video game studio

Marco Lastica, a veteran of games companies Zynga and Electronic Arts, will be in charge of Netflix’s new game studio, according to a blog post written by Amir Rahimi, vice president of Game Studios for Netflix.

“This is another step in our goal to develop a world-class game studio that will deliver a range of compelling and highly engaging unique games to our hundreds of millions of users around the world,” Rahimi said. “There will be no ads and no in-app payments.”

He also said that the city of Helsinki was chosen as the location for the new studio because it is “home to some of the best talent in the gaming world.” Earlier in 2018, Netflix completed the acquisition of the Next Games studio, which was located in Helsinki. However, according to Rahimi, the new recording studio will be built “from scratch.”

The announcement, made on Monday, brings the total number of game studios owned by Netflix to four. The company previously bought Night School Studio and Boss Fight Entertainment, in addition to its recent purchase of Next Games. Netflix’s Rahimi said that each studio has “different skills and areas of focus” and that they will collaborate to create a diverse collection of games for Netflix users.

It’s been a little over a year since Netflix Games first became available to users. According to information provided to CNN Business on Tuesday by market research firm Apptopia, the streaming giant currently offers 32 games that have been downloaded about 30 million times worldwide.

Netflix games can be downloaded and played on mobile devices such as Android phones and tablets, as well as the iPhone, iPad and iPod Touch, but are not currently available on other consoles. These devices include the classic adventure game ‘Stranger Things: 1984’ and ‘Hextech Mayhem: A League of Legends Story’, which are just two examples of the titles available.

According to data provided by Apptopia, over the past month, an average of 1.63 million users participated daily in Netflix’s game offerings. That number represents just a tiny fraction of the company’s 220 million paying members.

When Rahimi made his statement, he stressed that “It’s still early.”

“I’m proud to see how we’re steadily building the foundations of our game studios in our first year, and I look forward to sharing what we produce in the coming years,” said Rahimi. “It can take years to create a game, so I’m proud to see how we’re steadily building the foundation of our game studios in our first year.”

Final lines:

It started out as mailing DVDs, but is now a powerhouse for production and streaming. Now it looks like Netflix is ​​making its next big bet on the future of video games. Netflix said Monday it is building its first in-house video game studio in Helsinki, Finland, as part of its plan to expand into mobile games.

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