President Alain Tascan says it’s time to shake things up — or risk becoming irrelevant
At GDC 2025, Netflix Games made its boldest pitch yet to become more than just an experimental side project within the streaming giant. Speaking from a top-floor suite at San Francisco’s Metreon, Netflix Games President Alain Tascan laid out the company’s evolving strategy, emphasizing that Netflix is just getting started in its bid to become a serious force in the game industry.
“We’re not the Netflix of games… yet,” said Tascan. “But that’s exactly where we’re headed.”
An industry ready for a shake-up
Tascan, who stepped into the role in mid-2024 following the departure of Mike Verdu, didn’t shy away from the challenges Netflix Games has faced—studio closures, layoffs, and leadership turnover. But rather than view those as setbacks, he framed them as part of the process.
“Gaming has had a tough stretch lately. We’ve hit a bit of a creative plateau in terms of format and gameplay,” he explained. “That’s why Netflix has a real opportunity—not just to grow, but to disrupt.”
That disruption, he says, could come from new distribution methods, cross-platform strategies, and experiences that blend interactive and narrative content in ways only Netflix can deliver.
“Only on Netflix” moments — and real innovation
The company’s focus now is on delivering unique experiences that are truly tied to the platform—something Tascan refers to as “Only on Netflix” moments. That could mean exclusive games based on existing Netflix IPs like Squid Game, or entirely new concepts like the recently revealed Spirit Crossing, a life-sim from Spry Fox.
“We have a golden ticket,” Tascan said. “What we do with it could make history.”
VP of Games and Interactive Experiences Jeet Shroff added that Netflix wants to replicate the success of hybrid experiences like Fortnite—familiar enough to draw in a wide audience, but filled with unexpected and creative twists.
“We’re not just looking to be different—we want to make players uncomfortable in a good way,” Shroff said. “The goal is to challenge expectations of what a game can be.”
Beyond mobile: Party games and big-screen play
Netflix also has its eyes on the living room. According to Shroff, the company is investing in “couch play” and social party games designed for group interaction, with mobile phones acting as second screens and input devices.
With gyroscopes, audio, and private data built into smartphones, Shroff sees an opportunity to create experiences that feel dynamic and personal.
“We want to reimagine what social gaming can be—with phones acting as creative controllers, not just secondary tools.”
This could open the door to experiences where each player sees different information, triggering hidden roles, secret objectives, or chaotic local competition—all accessible with existing devices.
Family-friendly gaming is a priority
Netflix isn’t just chasing hardcore players or IP junkies. A significant portion of its subscriber base—about 15%—already engages with kids’ content, and Tascan sees huge potential in building a safe, high-quality game catalog for younger audiences.
“Becoming a trusted destination for families is part of the plan,” he said.
With parents already familiar with the platform, and parental controls built in, Netflix is uniquely positioned to serve this space.
Avoiding the “distraction” trap
Despite the ambition, Tascan remains realistic. If Netflix Games fails to deliver compelling, meaningful content, it risks becoming what he called a “distraction” from the company’s core business.
But he’s betting that won’t be the case.
“We want to reach hundreds of millions of people. That’s the scale we’re aiming for,” Tascan said.
Shroff echoed the sentiment, describing the team’s mood as “uncomfortably excited” as they balance familiar IP-based projects with bold original experiments.
What It Means for Developers
- Netflix wants to work with bold creatives who are willing to break genre molds.
- Cross-platform ideas are welcome—particularly ones that challenge where and how games are played.
- Narrative-driven innovation is key, especially in experiences that blend film and interactivity.
- Couch co-op and mobile-focused designs are a strategic priority.
- Family-safe, quality-first content is a growing opportunity area.
- Whether Netflix succeeds in becoming a major player in games remains to be seen, but one thing is clear: the company doesn’t intend to play by the rules of the current market. If it gets things right, it might not just join the conversation—it could rewrite it.
