Netflix Abandons Interactive Shows Strategy, Shifts Focus Towards "GenAI for Games" Initiative
Netflix is once more backing away from its endeavors in interactive entertainment. The streaming service is retrieving the majority of its interactive shows and films, excluding a handful, mainly based on renowned franchises like Boss Baby. Netflix started showcasing content in a choose-your-own-adventure format back in 2017, but it appears this experiment hasn't been successful.
Several of the interactive shows weren't particularly interactive, but some, such as the Headspace Guide to Meditation, were engaging. It guided users through the advantages of meditation and provided individualized techniques and even meditations. There was also an interactive Carmen Sandiego experience, tailored for children, enabling them to dictate the outcome.
The news was substantiated by The Verge. The four interactive shows remaining on the platform are Black Mirror: Bandersnatch, Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend, Ranveer vs. Wild with Bear Grylls, and You vs. Wild.
The content's popularity appears to be low. Since the inception of the concept, only 24 interactive titles have been produced. Since many of the content was based on licensed brands like Boss Baby, it's likely Netflix chose to remove them to reduce the licensing costs they were obligated to pay to IP holders. Other streaming services often do the same. Max, Disney+, and others have angered many by removing fan-favorite shows. According to Puck, Disney+ saved millions over several years by removing a less popular show. Streaming services generally have to pay a fixed annual residual to maintain titles.
Regardless of the reason for withdrawal, it's praiseworthy that Netflix tried something new in the realm of 2D entertainment. The company has been aiming to venture into gaming for some time now—co-founder Reed Hastings once stated that gaming and social media were Netflix's main competitors for attention. The service currently offers a limited selection of mobile games to subscribers on iOS and Android( YouTube has experimented with the same concept). Netflix was reportedly developing an intense AAA multiplatform game from an original IP but recently shut down the studio behind the project.
We already know what Netflix is planning next in interactive entertainment. The company's gaming head, Mike Vertu, announced yesterday that he's taken on the role of “VP of GenAI for Games.”
“I haven’t been this thrilled about an industry opportunity since the ’90s when we saw a new game launch every few months that redefined what was possible,” Vertu wrote on LinkedIn. “We're back to those days of seemingly unlimited potential and rapid innovation, which resulted in shocking surprises for players every few months.”
It's challenging to imagine how a typical person could "generate" a game more entertaining than a team of artists and writers could create. However, there could be a middle ground. Roblox is currently working on AI models that will enable players to create 3D objects like trees and entire scenes using AI prompts. Don't expect too much ambition from Netflix.
Despite the withdrawal of most interactive shows and films, Netflix remains committed to exploring new avenues in entertainment, specifically gaming. As revealed by gaming head Mike Vertu, the company is now focusing on AI for game development, aiming to tap into the era of rapid innovation and frequent surprises seen in the 90s gaming industry.
As technology evolves, we may witness a blend of human creativity and AI-generated content in the future of gaming and entertainment, potentially opening up new possibilities for interactive experiences.
