Netflix Doubles Down on TV Gaming with Ready Player Me Acquisition

Netflix is making a major move into interactive entertainment. The streaming giant announced the acquisition of avatar platform Ready Player Me. The deal was finalized this week, according to company statements.

This purchase marks a strategic pivot for Netflix’s gaming division. It signals a clear shift from mobile-first games to more social, identity-driven experiences played on the television.

A Strategic Pivot to Connected Gaming

The acquisition centers on avatar technology. Ready Player Me provides tools for creating a single digital identity. This identity can be used across many different games and virtual worlds.

Netflix plans to integrate this tech. Subscribers may soon create avatars to represent themselves. These personas could then be used in Netflix’s growing catalog of party and narrative games.

The financial terms were not made public. According to TechCrunch, Ready Player Me had previously raised millions in venture funding. Its team of roughly 20 people will join Netflix, though only one founder is making the move.

Building a New Interactive Vision

This deal follows a significant internal shift. Netflix initially focused on mobile games for its subscribers. That strategy saw mixed results and several studio closures.

The company brought in new leadership last year. Alain Tascan, formerly of Epic Games, now leads the division. The focus has since moved decisively toward TV-based and social gaming experiences.

Recent releases showcase this new direction. Netflix has launched party games and titles like WWE 2K25 for TV. It is also experimenting with live interactive voting during shows, blending entertainment and gaming.

The push for avatars is a logical next step. It aims to create a sticky, recognizable identity for users across Netflix’s interactive ecosystem, transforming the platform from a passive viewer into an active participant hub.

Info at your fingertips

What is Ready Player Me?

Ready Player Me is an avatar-creation startup. It allows users to build a 3D digital identity. This avatar can then be used in thousands of apps and games.

Will Ready Player Me’s service shut down?

Yes, the standalone service will wind down. Netflix stated that Ready Player Me’s online tools, including PlayerZero, will cease operations by January 31, 2026.

What kind of games is Netflix focusing on now?

Netflix is prioritizing games for TV. Its new slate includes party games, kids’ titles, and mainstream narrative games. This is a shift from its earlier mobile-only approach.

Do I need a separate subscription for Netflix games?

No. Access to Netflix games is included at no extra cost with all Netflix subscriptions. You can play them on mobile devices and, increasingly, on connected TVs.

Why is Netflix investing in gaming?

Netflix sees gaming as a key growth category. It aims to increase engagement and provide more value to subscribers. Interactive content helps differentiate it from other streamers.