Inside an workplace in Hollywood, not removed from the Stroll of Fame and the Sundown Bronson Studios, Netflix govt Alain Tascan revealed new content material coming quickly to the platform — however it’s not a TV present or a film. It’s a brand new recreation the place U.S. viewers compete to win 1000’s of {dollars}.
The sport present, referred to as “Greatest Guess Reside,” will run on weekdays at 5 p.m. PT, the place hosts Howie Mandel and Hunter March will unveil a set of 5 clues. Cell recreation gamers tune in to make their greatest guesses. The sooner they will guess accurately with fewer clues, the upper the possibilities they will win extra of the prize cash. The present, filmed in Van Nuys, is Netflix’s try at appointment gaming for its viewers of greater than 700 million viewers.
“Are you able to think about the place you not solely can go and play a recreation, however you might win a life-changing amount of cash every day, and it takes no time, it’s straightforward, and also you simply have your telephone?” mentioned Mandel, extensively recognized for his internet hosting activates NBC’s “Deal or No Deal” and “America’s Acquired Expertise.”
The purpose is to make enjoying video games on Netflix “so simple as streaming a film on a Friday, utilizing the identical progressive mindset that led Netflix to rework itself from an organization delivery DVDs to streaming films, reveals and now video games,” Tascan mentioned.
Netflix has been investing in its video games vertical for the final 4 years, with combined outcomes. Final month, the streamer’s co-CEO Greg Peters gave the corporate’s gaming efforts a B- grade. Below Tascan’s management, the division has targeted on some key areas, together with narratives based mostly on Netflix packages, video games for youngsters, social get together video games and mainstream titles like “Grand Theft Auto.”
The modifications seem like working. The variety of downloads for Netflix video games has elevated 17% to 74.8 million from January to October of this 12 months in comparison with the identical interval in 2024, based on information from app analytics agency Appfigures. The corporate can also be releasing fewer video games, including 16 titles this 12 months in comparison with 35 final 12 months, Appfigures mentioned.
Netflix declined to touch upon the Appfigures information.
The corporate has additionally eliminated video games partially resulting from low buyer engagement. Netflix has launched 142 video games, with 78 of them nonetheless lively as of October, based on Appfigures.
Its two hottest cellular video games have been launched on Netflix within the final two years, together with “Grand Theft Auto: San Andreas,” which got here on the platform in December 2023 and achieved 44 million downloads. The streamer launched an unique, the multiplayer get together royale title “Squid Recreation: Unleashed,” final 12 months with 21 million downloads. The sport had tie-ins to the favored collection’ second season the place gamers may earn money or wild tokens within the recreation in the event that they watched a sure variety of episodes.
Some analysts say there’s nonetheless room for enchancment.
Journalists take part in a video games demo at a Netflix workplace on Wednesday.
(Netflix)
“It nonetheless appears fairly experimental,” mentioned Ross Benes, senior analyst at analysis agency Emarketer. “I don’t get the impression that they’re on avid gamers’ listing of their go-to sources of leisure.”
On Thursday, Netflix mentioned its first slate of 5 video games for the TV, together with Tetris Time Warp, Boggle Occasion, Pictionary: Recreation Night time and LEGO Occasion! at the moment are obtainable. Previous to the brand new slate, subscribers may solely play Netflix video games on their cellular units.
When shoppers load up the TV video games, they may see a QR code they will scan on their units and use them as controllers within the recreation. For instance in Netflix’s model of Pictionary, customers draw on their telephones.
“A giant change within the technique is actually to make it possible for we’re eliminating any friction that any individual can encounter after they wish to play,” Tascan mentioned in an interview. “We consider that on TV, particularly, the place folks get pleasure from their totally different reveals, is the perfect place to supply one thing very simply approachable.”
The TV video games are the newest iteration in Netflix’s effort that started 4 years in the past. The corporate had beefed up its employees after buying 4 gaming companies — Glendale-based Night time College, Boss Combat Leisure out of Allen, Texas, Finland-based Subsequent Video games and Spry Fox based mostly in Seattle.
Netflix shut down Boss Combat Leisure final month.
The gaming division efforts have been first led by Mike Verdu, a former Fb and Digital Arts govt. He later transitioned to a job specializing in remodeling recreation improvement and participant experiences with generative AI in November 2024 and left Netflix earlier this 12 months. Tascan, a former govt at Epic Video games, was named Netflix’s president of video games in July 2024.
Video games has been a sexy space of funding for some firms, as youthful audiences spend lots of time enjoying titles like Roblox, Fortnite and Name of Obligation. Tascan estimates there are 3 billion avid gamers on the earth and with Netflix having an viewers of greater than 700 million folks, “the Venn diagram is fairly massive.”
The streamer on Thursday additionally introduced new cellular video games for teenagers, together with digital coloring guide “Barbie Colour Creations” and a hairstyling recreation, “Toca Boca Hair Salon 4.”
It may be difficult for firms to get into the house. For instance, in 2023, Google shut down its gaming service Stadia after it failed to realize traction with customers.
Tascan mentioned Netflix isn’t competing towards conventional gaming consoles however is trying to innovate and discover new methods to succeed in its clients.
Tascan mentioned he’s inspired by the reactions he has seen.
“It’s a step in the suitable course,” he mentioned. “However on the finish, how many individuals are going to have the identical response? We’re an organization pushed by information, and our major information is, how many individuals are going to interact?”
Tascan mentioned he thinks will probably be a number of quick years earlier than Netflix turns into the Netflix of video games. He hopes the division can enhance from Peters’ grade of a B- to the next degree.
“What I hope is, by the tip of the 12 months, we’ll improve to an A, hopefully A+,” Tascan mentioned.
