--- title: Netflix pushes deeper into the $170B gaming industry - The Hustle description: Netflix is adding and developing a ton of new games, but a cloud service is far off. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/2018044403-19-News-Brief_2023-03-21T004019.068Z.webp --- # Netflix pushes deeper into the $170B gaming industry ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: March 21, 2023 Updated: October 11, 2023 Hey, should I chat up Theo, a tattooed musician, or confident web designer Dakota? That’s a dilemma in “Too Hot to Handle: Love Is a Game,” one of Netflix’s most-played games, downloaded [1m+](https://variety.com/2023/digital/news/netflix-games-too-hot-to-handle-2023-1235556922/) times since its December release. ![person on their phone](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/2018044403-19-News-Brief_2023-03-21T004019.068Z.webp?width=595&height=400&name=2018044403-19-News-Brief_2023-03-21T004019.068Z.webp) Over the last two years, Netflix has made [a series of gaming acquisitions](https://www.cnet.com/tech/gaming/netflix-opens-new-games-studio/), and opened its own studios in Helsinki and California. On Monday, VP of external games Leanne Loombe provided another [update](https://about.netflix.com/en/news/continuing-our-games-journey): - Netflix’s collection now comprises 55 games, including new originals based on Netflix IPs and existing titles from other developers. - It will add 40 more this year. - There are 70 new games in development with gaming partners, plus 16 being developed in-house. **Forthcoming games…** … include, yes, a “Too Hot to Handle” sequel, plus [tie-ins](https://www.ign.com/articles/netflix-tv-series-get-tie-in-games) to shows including “The Queen’s Gambit” and “Shadow and Bone.” Games span a variety of genres, which Loombe wrote is an intentional strategy to appeal to a broad audience. **Despite all that…** … less than 1% of Netflix subscribers regularly engaged with its games as of August, [per](https://www.ign.com/articles/netflix-is-getting-less-than-one-percent-of-its-subscribers-to-play-its-games) *IGN*. The streamer’s value proposition is good. It offers members fun games — many tied to IPs fans already know and love — with no additional fees. But they’re *all* mobile — not available on the laptops and TVs consumers often use to browse Netflix. Netflix [intends](https://www.theverge.com/2023/3/20/23641611/netflix-cloud-gaming-service-underway-playable) to develop a cloud gaming service for TVs and PCs (Amazon [did that](https://thehustle.co/03042022-amazon-luna/) last year). That service is in very early development, but it’s hard to bet against Netflix. After all, they did get [142m](https://www.theguardian.com/media/2021/oct/19/netflix-quarterly-results-subscribers-squid-game) households to watch people play a life-or-death version of “Red Light, Green Light.” **Meanwhile: **Microsoft [announced plans](https://www.ft.com/content/7707705e-b288-4531-b30d-7fa993325018) to launch a gaming app store for iOS and Android — but that’s assuming its acquisition of Activision Blizzard happens. Topics: [Netflix](https://hs-sbup.thehustle.co/tag/netflix) [Gaming](https://hs-sbup.thehustle.co/tag/gaming) ## Follow us on social media prev next - ![Netflix is turning up the volume on its merch business](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1790918714-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-NetflixMerch_20231003214652.webp) ### Netflix is turning up the volume on its merch business - ![So, can we stop calling it ‘the streaming wars’ now?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1189252561-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Streaming-Wars_20230724220432.webp) ### So, can we stop calling it ‘the streaming wars’ now? - ![Mac made a big change for gamers](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1504600100-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-gamingonapple_20230619221300.webp) ### Mac made a big change for gamers - ![Netflix doubles down on Korean content](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/191767761-19-News-Brief_2023-04-26T010638.298Z.webp) ### Netflix doubles down on Korean content - ![Can Netflix be a lifestyle brand?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/181502968-HS-News-Brief_2023-02-07T042108.421Z.webp) ### Can Netflix be a lifestyle brand? - ![Should streamers get spoooooky?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/679288117-HS-News-Brief_2022-08-11T024001.623Z.webp) ### Should streamers get spoooooky? - ![Netflix stats show a slowdown in streaming. How can the industry restart growth?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1124283547-News-Brief_2022-01-31T000501.891Z.webp) ### Netflix stats show a slowdown in streaming. How can the industry restart growth? Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. Always free. 100% fresh. No bullsh*t. JOIN FREE ### 100% Free CRM Nurture and grow your business with customer relationship management software. 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