Along with games, it’s developing interactive elements such as instant voting.
Along with games, it’s developing interactive elements such as instant voting.
Netflix has been dedicating significant time and resources to gaming, viewing its game developments as part of a larger strategy surrounding interactivity, co-CEO Greg Peters stated during today’s Q3 2025 earnings call.
“Most of our discussions thus far have focused on our gaming efforts since that’s a straightforward term,” he commented. “However, we perceive this initiative as encompassing broader interactivity. In what ways can interactivity complement linear storytelling? How can it introduce entirely new entertainment experiences?” He referred to instant voting as an example, which Netflix is currently pilot testing with Dinner Time Live With David Chang and intends to utilize in its live Star Search revival in January. “We anticipate offering additional interactive features to enhance engagement with live events moving forward,” Peters indicated.
Recently, Netflix has also revamped its gaming strategy to emphasize multiplayer party games, including a selection that can be played on your TV by using your smartphone as a controller. “These games are very easy to access,” Peters explained. “It’s just like engaging with our series and movies. You navigate to the games tab, select any game you wish, click it, and you’re in. No special controller is needed — that’s crucial for this level of accessibility.”
In the “upcoming years,” Netflix foresees that “creators will discover fascinating and innovative methods to tap into the full potential of this highly advanced controller that we all possess, which, of course, is our phones,” Peters remarked.
The company is also channeling efforts into providing games based on its own franchises, kids’ games, and more conventional titles like Grand Theft Auto: The Trilogy — The Definitive Edition.
With its strategy, Netflix believes that it “not only lengthens the audience’s involvement with a narrative, but also fosters a synergy that bolsters both formats, interactive and non-interactive,” as stated by Peters. “It enhances engagement and promotes retention, thereby supporting the business.” Moving forward, the company plans to “carefully increase our investment in this domain,” but Netflix is “extremely eager about the advancements that lie ahead.”
