Netflix is ‘judiciously’ expanding into interactive experiences

A screenshot from Lego Party!, which volition beryllium disposable connected Netflix.

Netflix has been investing a batch of clip and vigor into gaming, but the institution sees its enactment connected games arsenic portion of a broader inaugural astir interactivity, co-CEO Greg Peters said successful today’s Q3 2025 net call.

“We’ve mostly talked truthful acold astir our enactment successful this abstraction arsenic games due to the fact that that’s an casual shorthand,” helium said. “But we spot this inaugural arsenic much astir interactivity broadly. How does interactivity go complementary to linear storytelling? How is it capable to unlock full caller amusement experiences?” As an example, helium mentioned real-time voting, which Netflix is currently testing with Dinner Time Live With David Chang and plans to usage with its live Star Search revival successful January. “We expect to supply different interactive features to deepen engagement with unrecorded events arsenic we spell successful the future,” Peters said.

Recently, Netflix has besides shaken up its gaming strategy to absorption successful portion connected multiplayer enactment games, including a batch that you’ll beryllium capable to play connected your TV by utilizing your smartphone arsenic a controller. “These games are ace casual to access,” Peters said. “
It’s conscionable similar our bid and films. You scroll to the games tab, you prime immoderate you want, click it, and you’re in. You don’t request a peculiar controller — that’s cardinal to this access.”

In the “years ahead,” Netflix expects that “creators volition truly find absorbing and caller ways to unlock each of the powerfulness that is successful this incredibly precocious controller that we each hap to person successful our pockets, which, of course, is our phones,” Peters said.

The institution is besides putting its efforts into offering games based connected its ain franchises, games for kids, and much mainstream titles similar Grand Theft Auto: The Trilogy — The Definitive Edition.

With its approach, Netflix sees that it “not lone extends the audience’s engagement with a story, but it creates a synergy that reinforces some mediums, the interactive and the non-interactive side,” according to Peters. “It drives engagement and drives retention, truthful supports the business.” Down the line, the institution is going to “ramp our concern successful this country judiciously,” but Netflix is “extremely excited astir the advancement we’ve got up of us.”