How Netflix Stories drives new fans into the streaming giant's TV shows

Back in 2021, Netflix began offering games to subscribers, without any extra added cost. The goal was to add an increased value to the service and give its 270 million paying members more reason to stick around.

Initially led by VP of games Mike Verdu - who has now moved away from the position - the streaming giant has launched more than 100 games on its platform.

Netflix has been home to hits such as Hades, Oxenfree and interactive film video game Immortality. Last year the service added the GTA trilogy to its catalogue, with the trilogy picking up more than 33 million downloads to date across the App Store and Google Play, according to AppMagic estimates.

Despite having discoverability issues for games on the service, engagement was said to have tripled year-over-year in 2023. When we spoke with Netflix’s VP of External Games, Leanne Loombe, she reiterated that “games are a long-term bet for Netflix". 

Interactive fiction 

Part of that long-term bet for Netflix Games is the platform's interactive fiction titles, games that are well at home on the service given the nature of the platform's offering of films, series, and documentaries. 

Netflix Stories is a growing catalogue of interactive fiction games based on hit shows and films that are already available as part of the subscription. These titles allow players to enter the world of their favourite shows and remain immersed in them. 

Netflix has already launched stories for Love is Blind, Perfect Match and Virgin River. Meanwhile, it recently announced an adaptation for Selling Sunset later this year, and Too Hot to Handle 3 launched today, timed with the release of season six of the show.

According to AppMagic data, its predecessor, Too Hot to Handle 2, has 2.5 million downloads, while the first game generated double that. 

“Hit Netflix reality TV shows like Love Is Blind and Perfect Match make great interactive fiction games because they allow players to step into the fantasy of being on reality TV," Netflix Stories director of story Sarah Springwater tells PocketGamer.biz.

"We put players in the driver’s seat, and we know unscripted shows make great interactive fiction.” 

Releasing games based on hit Netflix TV shows means these titles could gain traction from pre-existing fanbases who may want to engage further with the IP.

Utilising IP and licensing is nothing new, but across the industry we've seen the power games adapted to TV and film having a direct impact on game sales. Fallout Shelter’s daily revenue rose by 384% when the Amazon Fallout series was released. 

Springwater says Netflix designs Stories to be appealing to both existing fans and those who have never even seen the shows, but enjoy the interactive fiction genre.

“What’s really interesting is we’ve found with Love is Blind and Virgin River, for example, that a fair amount of players actually hadn’t seen the show first, and after playing the game, they went on to watch the series," she says.

“There’s a nice synergy there. The shows drive players into our games, and we drive players back into the shows.”

What’s next at Netflix?

Netflix hosts a large number of exclusive shows and movies on its platform, so there’s no shortage of material in terms of what could become the next Netflix Stories addition.

"We’re spoiled for choice at Netflix,” says Springwater. "With so many great options to choose from, we focus primarily on shows that lend themselves well to the key elements of interactive storytelling and overlap with the existing interactive fiction audience.

“For example, we know that the majority of players are female, so we tend to stick to shows with an audience that skews female.” 

Netflix isn't completely sticking with that audience, however. It's also working on “experimental titles” such as Money Heist and others intended for release across 2024 and 2025.

"We’re working on lots of exciting titles, with more releases this year and a full slate next year," says Springwater, who said that members can expect a new game entry “nearly every month”.

Just today, Netflix announced that Netflix Stories: Emily in Paris will launch on August 15th. The streaming giant also hosts more interactive fiction beyond its Stories offerings, with titles such as Scriptic on the platform, which hosts a whole series of interactive choices. 

While games like the GTA trilogy may be able to pull in big numbers for the service over a shorter period, interactive fiction titles will continue to play a significant role in the service's games offering - with the belief that games can increase fan engagement with its shows, and even pull in new ones.