What sets the games inside Netflix apart from games an Android user can download from the Play Store directly, is there will be no ads and no in-app purchase. “For now, it’s all about subscriber retention – particularly as subs growth stagnates,” he added. Instead, it is “basically a nice-to-have for Netflix subscribers that like to play games,” Nitesh Patel, Director of Wireless Media Strategies at Strategy Analytics, a research firm, told. However, given the modest size of what is being offered, this is far from a full-blown challenge to the specialised mobile gaming services. The new offer was announced at a time when Netflix’s subs growth has slowed down recently (despite a rebound in the latest quarter). Netflix does not say when or if mobile games will come to its iOS apps. Five titles supplied by three studios are available at launch. A new row called “All mobile games” will appear on the main menu when a user logs into the Netflix app on an Android phone or tablet (pictured). The company announced that Netflix games on mobile has been launched in all the markets it offers streaming service. Video streaming giant Netflix is now bundling mobile games in its offer, starting with a small number of titles and thus limited disruption to the gaming industry’s business model.
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