Netflix wants to keep subscribers engaged and offer value beyond movies and shows. There’s competition from Apple TV, HBO Max, Prime Video and a range of other streaming services, before you even consider other areas of entertainment like music. Co-CEO Greg Peters has said 2026 will be a year for cloud-based gaming.
Peters said about a third of Netflix subscribers can access TV-based games. Around 10% of the eligible members have tried the new party games like Boggle and Pictionary. The co-CEO said Netflix was just scratching the surface of gaming and would “ramp” its investment based on the value demonstrated to members, as well as financial returns.
Cloud gaming on TVs
When Netflix first added games, the focus was on mobile titles that people could download through the Netflix app. These were included in a subscription without extra cost. That plan essentially worked as an experiment, and to diversify the service. Netflix saw enough potential in its gaming to go further by now offering fully cloud-streamed games that are playable on larger screens without downloads.
As many gamers will know, cloud-first games have the processing happening on remote servers and are streamed to a user’s device – the gaming equivalent of how Netflix streams films and series (unless you download a show on your device). The company has been gradually rolling out cloud games on select TVs. There’s no need for new hardware for cloud games, with customers’ mobile phones acting as controllers.
Competing for gamers
As Netflix competes for player attention, it’s operating in an environment where there’s already a huge variety of games. The company isn’t necessarily going after dedicated PC and console players, but pulling people away from free-to-play mobile games and pickup-and-play casino games. While Peters sounds hopeful, it’s unlikely Netflix would have targeted that 10% figure.
Netflix may be able to learn from how the iGaming industry has boomed: platforms make it as easy to play as possible and run regular promotions for US players such as online casino bonuses. Many of these games are targeted at casual players – review sites highlight tens of thousands of free titles. Netflix might market its games as casual, social experiences designed for shared moments on the couch, rather than high-stakes or competitive play that demands time, skill, or any specialist hardware.
Technology for cloud gaming
Netflix’s existing infrastructure for streaming video gives it a leg up when it comes to cloud gaming. Its distribution network is already designed to stream high-quality video to millions of people. Building gaming streaming on top of that network, with low latency and reliable performance, is an easy enough extension of its technical capabilities.
Cloud gaming works best when latency is minimized, and Netflix already has the technology to deliver content quickly around the world. That can help it provide smooth gaming experiences without requiring players to own high-end PCs or consoles.
Will Netflix’s acquisition of Warner Bros. affect gaming?
Netflix is in the process of buying Warner Bros. Discovery, including the company’s game division. Warner Bros rejected a rival bid from Paramount Skydance in December.
If Netflix’s deal goes through, it would gain access to one of the deepest entertainment libraries in the industry. Warner Bros. Games controls major series like Mortal Kombat and DC titles, many of which already have strong recognition beyond hardcore gamers. For a company focused on lowering the barrier to play, those games could act as entry points for casual players who might otherwise simply stick with TV.
Ownership of Warner Bros. Games would also bring experienced studios and established development pipelines under Netflix’s roof. Cloud gaming requires staff who understand live services, cross-platform development, and long-term player engagement. Warner’s studios have decades of experience shipping console-quality games – that could be useful if Netflix really wants to build the best gaming service.
There’s the question of how these games would be delivered. Rather than launching traditional premium releases, Netflix could adapt select franchises into cloud-native formats designed for TV play. Shorter sessions and simplified controls might help make well-known games work without alienating non-gamers. It’s also possible that Warner Bros. games will play no part in Netflix subscriptions, of course. Whatever the case, Netflix has some work to do if they want more than 10% of customers playing its games.
