Netflix (NFLX) is taking a major step in its gaming strategy. For the first time, the streaming giant is making video games playable directly on smart TVs, without needing a console. Co-CEO Greg Peters disclosed the move at the Bloomberg Screentime Conference. Following the news, NFLX stock was up 2% on Thursday.
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The company’s subscribers can now enjoy some party-friendly and casual games on their big screens using their smartphones as controllers. For this, users need to download the “Netflix Game Controller” app and scan a QR code on the TV screen to connect. The initial launch includes games such as Boggle Party, Pictionary: Game Night, Lego Party, Tetris Time Warp, and Party Crashers: Fool Your Friends, all designed for group play and easy access.
Netflix now includes a dedicated “Games” tab within its app for smart TVs and streaming devices, where subscribers can launch games to play on their big screens.
Currently, the service is rolling out in select regions, including the U.S., Canada, U.K., France, Germany, and Australia, among others.
Strategy for a Booming Market
This move reflects Netflix’s efforts to diversify its entertainment offerings. The company has been building its gaming infrastructure for years, hiring talent from top studios, and investing in cloud-based systems to support cross-device play.
While Netflix has offered mobile games since 2021, bringing them to TVs reflects a deliberate shift. It is worth noting that Americans reportedly spent about $59 billion on video games in 2024, more than twice what they spent a decade ago. With this expansion, NFLX clearly aims to grab a larger share of this rapidly growing market.
Also, the move is expected to help Netflix keep viewers more engaged and reduce subscriber churn. Further, it puts NFLX in direct competition with console gaming and other entertainment platforms such as Amazon’s (AMZN) Luna and Apple (AAPL) Arcade.
Is Netflix a Good Stock to Buy Right Now?
On TipRanks, NFLX stock has received a Moderate Buy consensus rating, with 27 Buys, nine Holds, and one Sell assigned in the last three months. The average Netflix stock price target is $1,403.03, suggesting an upside potential of 13.58% from the current level.
