Netflix is focusing on gaming as part of a larger initiative surrounding interactivity, according to co-CEO Greg Peters during the company’s Q3 2025 earnings call. Peters emphasized that while the company often refers to this effort as gaming for simplicity, the broader aim is to explore how interactivity can enhance linear storytelling and create new entertainment experiences.
One example highlighted by Peters is real-time voting, which Netflix is currently testing with its program Dinner Time Live With David Chang and plans to implement in the upcoming Star Search revival. He noted that the company intends to introduce additional interactive features to enhance viewer engagement during live events in the future.
In addition to innovations in interactive experiences, Netflix has adjusted its gaming strategy to include multiplayer party games that can be played on TV using smartphones as controllers. Peters described this access as simple, allowing users to select games from a dedicated tab without the need for specialized controllers.
Looking ahead, Peters expressed that creators will discover new ways to leverage the capabilities of smartphones as advanced controllers in the future. Alongside these developments, Netflix is also working on games linked to its own franchises, children’s games, and popular titles such as Grand Theft Auto: The Trilogy — The Definitive Edition.
The company’s approach aims to enhance audience engagement with stories in a manner that synergizes interactive and non-interactive content, thereby driving both engagement and retention. Netflix plans to increase its investment in gaming strategically, indicating optimism about future advancements in this area.
Source: https://www.theverge.com/news/803097/netflix-games-interactive-experiences-real-time-voting-q3-2025-earnings