Netflix is advancing its efforts in cloud gaming with the launch of a new app called "Netflix Game Controller". This app enables subscribers to play games on their TVs by using their phones as controllers. While the app is now available on the iOS App Store, Netflix has not disclosed which games will be compatible with TVs or when the service will officially launch. The app’s description simply states: “Coming soon to Netflix.”
When asked for more details, Netflix declined to elaborate. However, the company has previously expressed interest in expanding beyond mobile gaming. In October 2022, Netflix’s VP of gaming, Mike Verdu, mentioned during TechCrunch Disrupt that Netflix was exploring cloud gaming and planned to open a new gaming studio in Southern California, led by Chacko Sonny, the former Overwatch executive producer. Verdu clarified that Netflix does not aim to compete with major gaming platforms like PlayStation or Xbox, emphasizing that their approach is more of a value-added service rather than a console replacement.
Netflix sees cloud gaming as a natural way for subscribers to access games seamlessly across devices. Unlike failed ventures like Google Stadia, Netflix attributes such failures to flawed business models, not technological limitations. Stadia's games, while enjoyable, couldn’t sustain the platform. Netflix, however, includes its games as part of its existing streaming subscription, avoiding additional costs for users.
This May, Netflix’s VP of external games, Leanne Loombe, reinforced the company’s belief in cloud gaming, highlighting its potential to make games accessible on any screen, including TVs. At that time, Netflix announced it had 40 games slated for release in 2023, 16 being developed in-house, and 70 more in collaboration with partners. Since entering gaming in November 2021, Netflix has released over 50 titles.
Earlier this year, Netflix was spotted working on an iPhone-based game controller, signaling further steps toward integrating gaming into its ecosystem. Meanwhile, despite recent market focus on Netflix’s password-sharing crackdown, which has successfully boosted subscribers by 5.9 million in the latest quarter (bringing the total to 238.4 million), the company’s gaming initiatives remain a priority. The expanded subscriber base also provides a larger audience for its upcoming cloud gaming service.
Currently, the Netflix Game Controller app is available only on iOS. Since it is a recent release, it has not yet appeared in app rankings or been fully integrated into Netflix’s analytics, according to market intelligence firm data.ai.