When it comes to video games, there are two major demographics that all platforms want to attract. However, many platforms like Xbox and PlayStation aim for the more “hardcore” demographic, whilst companies like Nintendo aim for more “casual” and “hardcore Nintendo fans” as their demographic. So in this editorial, I want to take aim at Netflix Games and discuss, “Who is the target demographic for Netflix Games?”.
The Case For Hardcore Gamers
Let’s start with the biggest one, the “hardcore” gaming audience, who wants every game to be from an AAA developer/publisher. Netflix currently offers around one hundred video games across cloud and mobile devices, including games in popular franchises. But would an AAA gamer choose Netflix over another platform? It’s a complicated question as Netflix Games only launched in late 2021 meaning Netflix hasn’t had the decades that other companies like Xbox or PlayStation have had to get AAA publishers and developers to publish games on their platforms.
However, there are a few outliers as Sega, Ubisoft and Rockstar Games have all published games on Netflix. Despite all three publishers being classified as “AAA Publishers” the only one that has released what could be classified as “AAA” games is Rockstar which brought Grand Theft Auto: The Trilogy: The Definitive Edition to Netflix in December 2023. I think it will take a while before Netflix Games is a prime platform for “hardcore” gamers. Netflix has had just under three years to build out its gaming catalog, so there aren’t many “AAA” experiences, just yet. Time will tell how Netflix’s game catalog evolves.
The Case For Casual Gamers
The next demographic we are going to aim at is the “casual” market. Numerous of the games that are on Netflix do indeed appeal to the casual market. Games such as Reigns and Vineyard Valley are aimed at a more casual market than games like Grand Theft Auto or Call Of Duty. Now obviously since Netflix started publishing mobile games it is very clear that Netflix was automatically going to start appealing to a more casual market than most mainline cloud gaming and console competitors.
Now I do want to mention that not all the mobile games on Netflix Games are aimed to be simple match-3 games, some of these games include many PC and home console ports. One notable game which is on both Netflix’s cloud gaming service and on mobile devices is the Netflix-owned game Oxenfree which is one of the most enjoyable games on Netflix. I think there is a market for Netflix to aim for when it comes to casual gamers, but this may not be Netflix’s target demographic.
The Case For Netflix Fans
The last audience I want to talk about will make sense to be Netflix Games’ core demographic, Netflix Fans. Netflix Games has a wide range of games however many of them are based on Netflix properties like Too Hot To Handle, Stranger Things, Narcos, Money Heist and Nailed It! among other properties. This demographic is a mixture of hardcore gamers, casual gamers and people who don’t even game, which is another huge potential market. Now, there are ups and downs with adapting more of Netflix’s IPs into video games. Many IPs in Netflix’s Roald Dahl library wouldn’t work as games, nor would most of their reality shows like Is It Cake?
If Netflix can find a way to balance its service by offering several games based on their own television and movie franchises, as well as indie games and the occasional AAA game, I think Netflix Games will catch on. However, for now, Netflix needs to find a way to keep growing its audience without alienating its current audiences.
What do you think? Who do you think Netflix Games Target Audience is? Let us know!
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