Netflix not-so-interactive

Bye bye Netflix Interactives

It’s with a heavy heart that I announce Netflix are removing (almost) all interactive games from their platform. I know, I know. Horrendous. What will we do? Get back to other games? On gaming platforms?

Pfft.

Netflix’s Interactive Specials were a fun and interesting product experiment:

In 2017, they released ‘Puss in Book: Trapped in an Epic Tale’, a ‘choose-your-own-adventure’ game aimed at children.

In 2018, Netflix released ‘Bandersnatch’ ahead of the new Black Mirror season. Similar to Puss in Book, although very much aimed at adults, Bandersnatch became an instant hit, even winning two Emmy Awards.

In 2022, Netflix launched a couple of Trivia games.

All in all, Netflix released 24 Interactive Specials.

Soon, only four will remain (including Puss in Books, phew).

Netflix games are getting cancelled…

…to make room for newer, more exciting technology. At least that’s what Netflix’s spokesperson has to say about it:

It seems the ‘newer and more exciting technology’ is generative AI, as Netflix’s former VP of Gaming has moved to VP of GenAI for Games. If you wonder what this means, here’s Mike’s own take.

The wider picture. This step back marks another failed attempt by Netflix to expand into games. LinkedIn, another internet giant, is also attempting to introduce games into its ecosystem. Keeping users active, engaged, and consuming (ads) is obviously the driving force behind these attempts.

I’m not sure why they’re failing. Even pregnancy tests manage to keep users engaged with a game.