Netflix Expands into the Gaming Domain with a New Controller App for iOS

Netflix is making determined strides into the gaming sector, with its latest offering being a specialized controller app for iOS gadgets. Termed “Netflix Game Controller,” this app enables users to transform their smartphones or tablets into gamepads. Upon pairing with a TV, users can delve into games on Netflix, controlling them via their mobile devices.

Currently available in the App Store, the specific games lined up for this new venture or their release dates remain under wraps, with the app's descriptor hinting, “Coming soon to Netflix.” The journey into cloud gaming isn't entirely smooth, with platforms like Google’s Stadia falling short, largely due to an unsustainable business model. Netflix differentiates itself by integrating games into its regular subscription cost.

Leanne Loombe, Netflix’s VP of external games, had previously accentuated the company’s cloud gaming vision in May, hoping to offer games across all Netflix-compatible devices, evidently including TVs. With Netflix’s announcement of rolling out 40 games this year, and with over 50 titles since its gaming debut in November 2021, there’s a lot on the horizon.

Password-sharing and its effects on Netflix's revenue have overshadowed its gaming endeavors recently. However, with 5.9 million subscribers added in the recent quarter, reaching a total of 238.4 million, the potential player base for Netflix's cloud gaming service looks promising. Presently, the Netflix Gaming Controller app is exclusive to iOS. Over the past two years, Netflix has showcased almost 70 game titles, some integrated into the main streaming platform, while others cater to mobiles and consoles. Among these, games like Oxenfree II: Lost Signals have received commendations. Upcoming titles for Netflix include indie gems such as Storytellers, Paper Trail, and the Monument Valley series, along with anticipated games like Assassin's Creed and LEGO: Legacy Heroes Unboxed. It's plausible that the new controller app would support many of these titles.

Netflix’s foray into gaming can be a game-changer for the streaming industry. By bundling games into the existing subscription model, they’re setting a precedent that other platforms might follow, driving the industry towards an all-in-one entertainment package.?Furthermore, as AI technology progresses, it could elevate the cloud gaming experience. AI can curate game recommendations based on users’ viewing patterns, improve game graphics in real time, or even assist in developing adaptive game narratives that evolve based on user preferences. Netflix's journey into gaming, thus, not only diversifies its entertainment offerings but also opens up a plethora of opportunities for AI innovations in the gaming landscape.