Netflix Mobile Games: Testing Begins in Poland

Netflix Begins Mobile Game Testing in Poland

Netflix has announced the commencement of testing for mobile games directly within its Android application, initially for members located in Poland. This rollout provides paying subscribers access to two titles: “Stranger Things: 1984” and “Stranger Things 3”.

These games were previously accessible through the Apple App Store, Google Play, and other platforms, including desktop and console versions. Despite being offered through the Netflix app’s center tab, users will still be redirected to the Google Play Store for game installation.

Accessing and Playing the Games

Following installation, members will be required to verify their Netflix credentials to begin playing.

Players can re-launch the games at any time either by selecting “Play” from the game’s page within the Netflix app, or by initiating the game directly from their mobile device.

Netflix’s Gaming Strategy

A Netflix spokesperson emphasized that this launch represents a very early stage of development. They stated the company is dedicated to refining the gaming experience over the coming months, maintaining its commitment to a gaming environment free of advertisements and in-app purchases.

For years, the company has been increasing its investment in gaming, recognizing its potential to create a more expansive entertainment ecosystem linked to its popular series.

At the 2019 E3 gaming conference, Netflix revealed plans for gaming integrations across platforms like Roblox and Fortnite, alongside intentions to release new “Stranger Things” games.

Collaboration with BonusXP

Netflix has collaborated with BonusXP, a game studio based in Allen, Texas. Their initial game for Netflix, “Stranger Things: The Game,” has been rebranded as “Stranger Things: 1984” to distinguish it from other titles.

“Stranger Things: 1984” is set between seasons 1 and 2 of the series, while “Stranger Things 3” offers a playable adaptation of the show’s third season. (Be aware of potential spoilers!)

Test Market and Subscriber Access

Netflix has chosen Poland as the initial test market due to its robust mobile gaming community. This selection aims to gather valuable feedback on the integration of mobile gaming with its subscription service.

The company has not disclosed data regarding the previous popularity of these games on app stores.

Only Netflix members will be able to download the games as part of this test, as they are now exclusively available to subscribers. Existing users who previously downloaded the games from Google Play will not be affected and can continue to play.

Future Expansion and Business Implications

The test is designed to assess the appeal of mobile gaming among Netflix subscribers and identify areas for improvement. The company has not yet specified a timeline for expanding the test to other countries, only indicating it will occur “in the coming months.”

Netflix recently announced the addition of mobile games to its service during its second-quarter earnings report, viewing gaming as a new content category, similar to its expansion into original films, animation, and unscripted television.

Addressing Subscriber Growth

This news arrives after a period of slowed subscriber growth following the surge experienced during the pandemic. In the second quarter, Netflix lost 430,000 subscribers in North America—its third quarterly decline in a decade.

The company also provided less optimistic guidance for the next quarter, projecting 3.5 million new subscribers, lower than the 5.9 million anticipated by analysts.

Netflix attributed the slowdown to a lighter content schedule, partially due to production delays related to COVID-19, rather than increased competition.