Netflix acquires gaming avatar maker Ready Player Me

Core Insights - Netflix is shifting its gaming strategy to focus on TV games and has acquired Ready Player Me, an avatar-creation platform, to enhance its gaming experience for subscribers [1][5] - The acquisition aims to allow Netflix users to carry their avatars across different games, enhancing user engagement and personalization [1][5] Acquisition Details - The financial terms of the acquisition were not disclosed, but Ready Player Me had previously raised $72 million from various investors [2] - The team from Ready Player Me, consisting of around 20 members, will join Netflix, including the founders [3] Strategic Shift in Gaming - Netflix's initial gaming strategy involved mobile games, but it is now pivoting towards more interactive and engaging experiences on TV [6][11] - The company has faced mixed results with its gaming strategy, leading to changes in leadership and a focus on different game types, including party games and narrative-driven titles [11][13] Future Plans - Ready Player Me will cease its current services by January 31, 2026, as Netflix integrates its technology [3] - Netflix has plans to release new titles, including a FIFA game in time for the 2026 World Cup, as part of its expanded gaming lineup [14] Interactive Features - Netflix is also exploring interactive features, such as real-time voting for live content, to enhance viewer engagement [15] - This move aligns with trends in the TV industry towards more interactive experiences, although it remains to be seen if Netflix can successfully transition its brand perception from passive viewing to interactive gaming [15]