Netflix Is Going to Ramp Up Investments in Gaming

Netflix is going to increase its investment in video game development, according to Gregory Peters, the company’s co-CEO, president and director.

The statement was made during a quarterly earnings call on July 17, 2025, as Peters was explaining the near-term monetization opportunities within gaming for the popular subscription-based video-on-demand streaming service.

Peters also noted that the company’s current investments in video games are relatively small compared to its overall content budget. However, he emphasized that this sector has significant potential for success, citing Grand Theft Auto: San Andreas, which has recently reached 48.3 million downloads, as a prime example of licensed games on the platform, and Squid Game: Unleashed as a major success of in-house developed titles.

The news comes on the heels of the recent announcement that, along with Sega and Lionsgate, Netflix joined the new licensing platform by Roblox, which is designed to allow Roblox creators to use various intellectual properties, bypassing the lengthy negotiation process with the IP holders.

Following the shuttering of its AAA studio, Team Blue, in 2024, and the change of its games department head, Netflix is doubling down on social, mobile-first games, aiming to reach a broader audience by embracing cloud-first, controller-free gaming with smartphones as the primary input devices.