Video games are enjoying a moment of momentum across North America, with millions of players and rising spending, underscoring a broader shift in how people access interactive entertainment. In Spain, for example, around 18 million players and a turnover surpassing 2 billion euros marked 2022 as a peak year for gaming activity. A recent study from Gfk highlighted Roblox as the favorite streaming platform for children aged 4 to 15, while Twitch drew attention among teens and young adults aged 16 to 34. For adults over 45 and seniors over 65, a casual game featuring bright, colorful balls attracted the most time spent, proving that gaming reaches diverse age groups. Across the country, seniors reported spending about nine hours monthly on this popular title, even more than on messaging apps like WhatsApp or social platforms such as Instagram.
A new revolution is visible on the horizon, aiming especially at people who do not identify as regular players. Many homes lack a dedicated console, yet an entertainment-first ecosystem is expanding. Netflix, long known for its vast catalog of films and series, has gradually integrated games and now offers ways to play from the living room using a smartphone as a controller. This development aligns with a broader trend toward TV-based and cloud-enabled gaming that requires no bulky hardware, just a screen and a connected device.
The advent of cloud gaming is putting pressure on traditional systems. Netflix Games recently announced steps to broaden accessibility, envisioning play on TVs and computers via Netflix.com. When playing on a television, the mobile device can function as a controller after a quick app download. The prospect of a lighter living room setup is appealing, and premium subscribers in Canada and the United Kingdom have begun testing a beta version of this stream-based approach.
Cloud gaming seeks to move beyond the limits of iOS and Android, exploring games that run over the network without downloads. This push comes amid high-profile efforts and some setbacks. For instance, Google previously shut down Stadia and shifted its focus to creating in-house games. Yet the industry is persistent, with Playables rumored to enable online play via YouTube, expanding the notion of how and where people play.
A question many subscribers ask is whether Netflix is becoming a genuine game platform. Last year, fewer than 1 percent of Netflix’s vast audience experimented with the games option, and awareness remains uneven. Access can feel cumbersome: users must locate non-obvious titles, be redirected to stores, wait for apps to install, and then reconfigure Netflix to start playing.
Promotional imagery in materials for blockbuster games often accompanies the narrative, underscoring Netflix’s dual identity as a streaming service and a game publisher.
From the DVD-by-mail era to a global streaming and content powerhouse, Netflix has evolved into a driving force in original programming and beyond. The company now pursues a broader ambition: to become a major player in interactive entertainment, challenging rivals for audience attention across screens and platforms.
Back in 2017, Netflix explored a nostalgic mobile game inspired by eighties visuals, signaling a willingness to experiment with cross-media experiences. By Christmas 2018, interactive entertainment was already mid-transition, with projects like Bandersnatch showing a viewer-influenced narrative while other experiments pushed the boundaries of how stories unfold on screen. The latest approaches echo this willingness to blend formats and leverage audience engagement in new ways.
Netflix has also leaned into transmedia storytelling, linking films, games, novels, and comics under shared universes. The aim is to maximize revenue by expanding successful franchises across formats, not simply distributing content through a single channel.
The company has continued acquiring studios while building in-house capabilities in Helsinki and California, signaling a long-term commitment to game development alongside its streaming catalog. This strategy mirrors similar moves by other media platforms, underscoring a broader industry trend toward immersive worlds that live beyond a single medium.
Amazon’s early forays into game development mirror Netflix’s approach but with mixed results. Amazon Game Studios invested heavily, yet the outcomes varied—from ambitious titles to misfires. In some cases, user engagement dropped quickly, while other projects found a more enduring audience. Despite uneven success, the industry remains active, with titles such as The Lost Ark maintaining a steady player base on major PC storefronts.
Netflix’s game library aspires to feel like a comprehensive marketplace for interactive experiences. The catalog spans casual experiences for quick sessions to deeper adventures that reward exploration and strategy. Players can experiment with lighthearted adventures in familiar settings or tackle more intricate challenges that demand planning and problem solving. The roster includes titles inspired by beloved franchises, as well as original games crafted to showcase new storytelling ideas. In addition to big releases, the library embraces diverse genres, including puzzle titles, strategy games, and social experiences that fit different lifestyles and schedules.
Looking ahead, the catalog aims to grow with new releases and ongoing projects. The ambition is to deliver cross-platform experiences that let players jump between devices without friction, while nurturing new formats for storytelling that blend gaming with film and television. Industry observers await word on ambitious cross-platform endeavors and the involvement of veteran creators who helped shape major sagas in the past.
Ultimately, the ongoing expansion of Netflix’s games reflects a broader shift in how audiences consume entertainment. The line between streaming and gaming continues to blur, inviting a wider audience to discover interactive experiences that fit modern viewing habits. Whether a player is a casual browser, a puzzle solver, or a seasoned gamer, the evolving landscape offers more ways to play, discover, and connect with stories that resonate across screens and time.
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