Netflix Games Now Available on iPhone & iPad Worldwide
Netflix Expands Mobile Gaming to iOS Platform
Following its initial release to Android users last week, Netflix is now making its collection of mobile games available to individuals utilizing iOS devices. The game selection, featuring titles such as two “Stranger Things” games alongside several other casual options, will be distributed to iOS users in a manner consistent with the Android experience.
Game Distribution and Access
Unlike cloud-streamed games, these titles are directly downloaded and installed onto users’ iPhones or iPads from the Apple App Store. Initially, Android users were introduced to a dedicated “Games” tab within the Netflix application for browsing the available catalog.
To initiate gameplay on Android, users were then redirected to the Google Play Store for installation. Upon launching a game for the first time, authentication with existing Netflix credentials was required.
iOS Implementation and Apple’s Policies
Netflix is employing a comparable system for its iOS launch, directing users to the Apple App Store for downloads. Authentication with a Netflix membership will also be necessary to begin playing any of the games.
The company asserts that this approach aligns with Apple’s App Store regulations, which underwent revisions last year to accommodate gaming applications more readily.
These policy updates were largely prompted by the rise of cloud gaming services. Apple’s guidelines permit developers to offer a central application providing access to a gaming catalog, provided each individual title maintains its own dedicated listing within the App Store for independent review.
This system was initially pioneered by GameClub, a subscription gaming service, as a means of offering a wider range of classic games exclusively to its subscribers.
Differences Between Android and iOS Versions
A key distinction exists between the iOS and Android implementations of Netflix games. Android users benefit from a dedicated “Games” tab within the app’s navigation.
However, iOS users will instead encounter a dedicated games row within the app, allowing them to select and download games. iPad users will find this row pinned in position 6 and accessible through the Categories drop-down menu.
Navigating Apple’s App Store Restrictions
Netflix communicated to TechCrunch that, despite a collaborative relationship with Apple regarding Netflix games, concerns arose regarding potential conflicts with App Store policies prohibiting apps that function as independent “app stores.”
Considering the gaming experience remains accessible to iOS users without a dedicated tab, Netflix opted to launch without it. The company remains open to adding a “Games” tab to its iOS app should further clarification on the policy be obtained.
Current Game Lineup and Future Expansion
The initial game selection mirrors that of the Android version, including “Stranger Things: 1984” and “Stranger Things 3: The Game” from BonusXP, “Teeter” and “Shooting Hoops” from Frosty Pop, and “Card Blast” from Rogue Games.
The first two titles are based on the popular Netflix series, “Stranger Things,” while the remaining three are designed as casual gaming experiences.
Looking ahead, Netflix intends to broaden its game catalog with additional titles and genres. The acquisition of Night School Studio, known for narrative-driven games like “Oxenfree,” in September signifies this commitment.
Netflix’s Gaming Strategy
Netflix views gaming as an additional avenue for entertainment and subscriber retention, rather than a direct revenue stream. Currently, all games are offered free of charge, without advertisements or in-app purchases.
The company anticipates leveraging its recommendation algorithms to suggest games to mobile users, mirroring its approach with TV shows and movies, as the catalog expands.
As stated in its Q2 2021 shareholder letter, Netflix considers gaming a natural extension of its content offerings, similar to its ventures into original films, animation, and unscripted television.
The company believes the timing is appropriate to assess the value its members place on gaming, given its decade-long investment in original programming.
