Netflix Presents Game TV To Play Together During Year-End Holidays

Netflix TV Games are designed for social interactions and group games. (photo: x @Fleechiru)

JAKARTA - Netflix will launch a row of party games that can be played live on smart TV in the holiday season later this year, where smartphones are used as game controllers. The move marks Netflix's first major expansion into the realm of family space games, expanding their mobile game portfolio that previously grew rapidly after a slow start.

So far, Netflix has been known as a movie and serial streaming platform. However, the increasing competition from similar services has prompted companies to innovate so that customers remain entertained and continue to subscribe. This is the reason Netflix introduced the new Netflix TV Games line.

Netflix's new TV game

Starting later this year, users will find a Games tab in the TV version of the Netflix app. From there, they can choose a game and use their phone as a controller by scanning the QR code. The five initial titles released include Lego Party!, Boggle Party, Pictionary: Game Night, Tetris Time Warp, and Party Crashers: Pool Your Friends.

Different from mobile games that tend to be played alone, Netflix TV Games are designed for social interactions and group games. For example, Boggle Party can be played up to eight people, while Party Crashers invites players to work together to guess who is the banger'' of the party. The goal is clear: creating a family or friend experience while attracting new users to subscribe to Netflix.

Netflix Expansion

Netflix started its game journey via mobile devices, especially with titles inspired by popular series like Stranger Things. However, in 2022, users' interest was very low less than 1% of subscribers play the Netflix game. At the time, this experiment was almost considered a failure.

The situation changed drastically in 2024. The Netflix gaming business grew threefold with a significant increase in user involvement. The company now offers dozens of titles, from narrative games to official licenses. The presence of TV games is the next evolutionary step, targeting players with different preferences from mobile gamers.

If mobile games are private and portable, then TV games present moments of togetherness in the living room. In addition, with streaming subscription fees that continue to increase every year, this step is Netflix's strategy to increase service value and ensure customers have more reasons to subscribe even though the entertainment is now not always in the form of video shows.