Influencers opine Netflix foray into gaming will help retain subscriber base, finds GlobalData

Netflix, Inc (Netflix) publicized about its diversification into gaming industry, an alternative way to engage existing members and attract new customers. Against this backdrop, ‘Gaming’ emerged as the most mentioned keyword among influencer conversations on Twitter during July-September* 2021, according to GlobalData, a leading data and analytics company.

Smitarani Tripathy, Influencer Analyst at GlobalData, comments: “Influencers’ sentiment was largely positive on Netflix’s aspirations for gaming as they see this strategy as another way to capture the company’s over 200 million subscribers’ screen time without any additional charges.”

An analysis of GlobalData’s Netflix Company Influencer Platform reveals a major spike in influencer conversations in July, when the company announced expansion plan into video gaming, along with the Q2 earning report. Another spike was noticed when company hired Mike Verdu, video game executive at Facebook, indicating company’s deeper push into gaming.

There was another rise in influencer conversations in August, when the company announced that it is testing out its first stab at mobile gaming in Poland with its two games ‘Stranger Things: 1984’ and ‘Stranger Things 3’. The test is on Android app, but the company also plans to expand it into iOS in future.

According to GlobalData’s jobs database, the company has listed 17 roles related to gaming in September 2021, making it highest postings in this area in over a year.

Ajay Thalluri, Business Fundamentals Analyst at GlobalData, says: “Netflix’s game development studio will likely grow rapidly with the company gearing up to build the nascent team from the ground up. The company already listed over 50 jobs between September 2020 and September 2021* related to gaming. A senior-level listing – HR Business Partner, Director – Game Studio – and multiple talent acquisition roles suggest the company’s plans to boost hires.

“The company is setting to partner with external development studios and localization vendors to collaborate on multiple content creation aspects, including post-production. A September 2021 listing for ‘Technical Director – Gaming’ shows the incumbent will manage an overall technical roadmap for internal studios by working with external developers. Netflix is establishing development operations infrastructure and processes for a growing product portfolio of first, second, and third-party games.”

*As on 13 September 2021

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