Netflix is currently developing over 80 games and aims to introduce a new title to subscribers each month starting from July 2024.

In its latest earnings call, Netflix’s co-CEO, President and Director Gregory Peters outlined the company’s gaming strategy and growth plans.

As a result, Peters highlighted that the technology giant is rapidly advancing in interactive narrative games, which he described as “easier to build.”

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He said: “We’re getting close to three years into our gaming initiative, and we’re happy with the progress that we’ve seen,” Peters said.

“We’ve had set ourselves pretty aggressive engagement growth targets. And we’ve met those, exceeded those in many cases. In 2023, we tripled that engagement. We’re looking good in our engagement growth in ’24, and we’ve set even more aggressive growth goals for ’25 and ’26.”

Peters also acknowledged that engagement with gaming “is still quite small” and noted that, compared to the streaming service’s “overall content spend,” the investment in games is also “quite small.”

He also confirmed that Netflix has launched “over 100 games so far.”

He added: “We’ve seen what works, what doesn’t work. We’re refining our program to do more of what is working with the 80-plus games that we currently have in development and one of those things that really is working is connecting our members with games based on specific Netflix IP that they love.

“And this is an area that we’ve been able to move in quickly in a particular space, which is interactive narrative games. These are easier to build and we place those in a narrative hub that we call Netflix Stories.”

The news comes as earlier this year, the streaming giant announced plans to launch an in-house advertising technology platform by the end of next year.

The move will allow advertisers new ways to buy, new insights to leverage, and new ways to measure impact, it stated.