Netflix has expanded its cloud gaming service to the United States, following successful trials in Canada and the UK. The streaming giant is now allowing members to play games on various smart TVs and TV-connected devices using their mobile phones as controllers, marking a significant evolution in its gaming strategy.
The initiative builds upon Netflix’s 2021 entry into the gaming market, which began with mobile gaming offerings. Since then, the company has strategically acquired several gaming studios, including Boss Fight Entertainment, Night School Studio, and Finland’s Next Games, while establishing internal game development studios in Helsinki and Southern California.
The current beta test in the U.S. features two games: “Oxenfree” from Night School Studio and “Molehew’s Mining Adventure,” a gem-mining arcade game. These games are accessible on multiple platforms, including:
• Amazon Fire TV devices
• Chromecast with Google TV
• Roku devices and TVs
• LG TVs
• Nvidia Shield TV
• Samsung Smart TVs
• Walmart ONN devices
Mike Verdu, Netflix’s VP of Games, emphasizes that the service isn’t positioned as a console replacement but rather as a value-added feature for subscribers. “It’s a completely different business model. The hope is over time that it just becomes this very natural way to play games wherever you are,” Verdu stated at TechCrunch Disrupt.
Unlike competitors such as Microsoft’s Xbox Cloud Gaming, Nvidia GeForce Now, and PlayStation Plus, Netflix’s gaming service comes at no additional cost to subscribers. The company is developing games based on its popular intellectual property, including “Squid Game,” “Wednesday,” and “Black Mirror,” while also exploring licensing deals for established titles.
David Linthicum, chief cloud strategy officer at Deloitte Consulting, notes that while cloud gaming technology faces challenges like latency and bandwidth allocation, these are ultimately solvable problems. The focus appears to be more on marketing and infrastructure optimization rather than technological limitations.
Netflix’s gaming portfolio already includes titles tied to successful series such as “Love Is Blind,” “The Queen’s Gambit,” “Stranger Things,” and “Narcos.” The company aims to diversify its offerings with puzzle games, platformers, card games, strategy games, and children’s content.
To access games on TVs, users need to download Netflix’s dedicated controller app for their iPhone or Android device. The company has confirmed that Mac and PC users can play using a keyboard and mouse, with plans to expand device compatibility over time.
As the streaming services landscape becomes increasingly competitive, with YouTube recently surpassing Netflix as the top video source for U.S. teens according to Piper Sandler, this gaming initiative represents Netflix’s strategic effort to enhance user engagement and provide a more comprehensive entertainment experience.
The beta testing phase will allow Netflix to refine its game-streaming technology and improve the user experience as it continues to expand its gaming presence in the U.S. market.
