Netflix is channeling significant resources into gaming, yet this venture is part of a more extensive push towards interactivity, explained co-CEO Greg Peters during the company’s Q3 2025 earnings call.

“We’ve primarily referred to our efforts in this area as gaming because it’s a convenient term,” Peters stated. “However, we view this endeavor as a broader exploration of interactivity. We’re interested in how interactivity can complement traditional storytelling and create entirely new entertainment experiences.” He highlighted real-time voting as an example, currently in testing with “Dinner Time Live With David Chang” and planned for the upcoming live “Star Search” revival in January. Peters added, “We anticipate offering more interactive features to enhance engagement with live events in the future.”

In a strategic shift, Netflix is also focusing on multiplayer party games, allowing players to use their smartphones as controllers while playing on TV. “These games are easily accessible,” Peters noted. “Much like our series and films, you simply scroll to the games tab, choose your game, click, and you’re in. There’s no need for a special controller, which is crucial for accessibility.”

Looking forward, Netflix believes that “creators will discover intriguing and novel ways to harness the potential of the advanced device we all carry in our pockets—our phones,” Peters predicted.

The company is also committed to developing games based on its own franchises, along with children’s games and popular titles like “Grand Theft Auto: The Trilogy — The Definitive Edition.”

According to Peters, this strategy not only heightens audience engagement with stories but also creates a synergy that strengthens both interactive and traditional media formats. “It boosts engagement and retention, thereby supporting our business model,” he remarked. In the future, Netflix plans to “prudently increase our investment in this area,” expressing strong enthusiasm for the potential advancements ahead.