Netflix Failed at Video Games. Now It’s Trying to Promote Them
Netflix has walked back plans to put AAA games on its streaming platform. Instead, it's pivoting to marketing highly anticipated titles like Grand Theft Auto VI.
After Rockstar Studios decided not to include physical discs with the release of GTA VI, hackers leaked gameplay and story spoilers for the game. The hackers then attempted to profit from the leaks by demanding cryptocurrency. Rockstar expressed disappointment over the leaks and announced they were excited to have everyone see the extended look.
This marketing collaboration between Netflix and Rockstar is unusual, given that the video game giant typically markets its own releases independently. Netflix's attempt to incorporate gaming into its platform has been inconsistent, with early efforts like GTA San Andreas on mobile not gaining significant traction. Recently, the streaming giant has chosen to close down two of its gaming studios.
Despite these setbacks, Netflix still seeks to capitalize on the gaming industry. The company may be paying Take-Two, the parent company of Rockstar, for the exclusive rights to the streaming event, or the other way around. According to Joost van Dreunen, an NYU Stern Business School professor, this collaboration is mutually beneficial for both companies.
Netflix's extensive user base could help promote GTA VI to non-gamers, potentially familiarizing them with the game. This marketing strategy could also drive growth for publishers by offering them a larger audience than traditional console manufacturers.
Written by urgent.news from Wired's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
