From amber to red alertĮngaging and retaining players was already a growing challenge for gaming studios, as traditional advertising and IAPs are increasingly being exposed for creating a poor in-game UX, which rapidly translates into lost players and revenue.īut with the arrival of Netflix, the need for mobile gaming studios to rethink their relationships with players and the way they monetize, engage with, and retain them, has gone from amber to red alert. Or, in the lexicon of Stranger Things, it may well have just turned the world of gaming studios completely Upside Down. The announcement by Netflix, coupled with its recent appointment of Facebook's augmented and virtual reality guru, Mike Verdu, as its head of game development, will have been a huge shot across the bows to game developers globally. Such recurring revenue is the holy grail of monetization for what is, after all, a purely discretionary service. Netflix can manage the 'no ads, no IAPs' approach, of course, because it doesn't have to deal with the commercial conundrum that other studios face, namely how to monetize their games.Īfter all, a significant percentage of households view their Netflix subscription as just another utility bill and are comfortable (or at least resigned) to paying it a month in, month out. "While this is just the beginning of a long journey," Netflix announced portentously, "we're excited to provide a gaming experience that is differentiated from what is available today: exclusive mobile games with no ads, no in-app payments, included with your Netflix membership." Holy grail of monetization Why? Because Netflix games will a) contain no in-game adverts, which are about as annoying as annoying gets when you're on the cusp of fantasy world domination, and b) will have no IAPs (in-app purchases), which have been the staple of in-game monetization, and parental lament for much of the past decade. Mobile gaming market turned upside down by Netflix Though it's a low-key debut by Netflix standards, with just five mobile games initially available to download through its app on Android smartphones (with two focused on the entertainment juggernaut's 80s-set sci-fi hit), the ramifications for mobile gaming studios are huge. Stranger Things have happened but at the beginning of November, the global streaming giant Netflix announced that it is moving into the mobile gaming market.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |