How would you improve Netflix Mobile Games?

Introduction

I'm excited to dive into improving Netflix Mobile Games. This is a crucial area for Netflix as they expand their entertainment offerings beyond streaming video content. I'll approach this challenge by first clarifying the current state of Netflix Mobile Games, then segmenting users, analyzing pain points, generating solutions, evaluating and prioritizing those solutions, and finally proposing metrics to measure success. Let's get started.

Step 1

Clarifying Questions (5 mins)

• What are the current engagement metrics for Netflix Mobile Games?

Why this matters: Understanding current usage patterns will help identify areas for improvement. Hypothetical answer: Average daily active users (DAU) is 2 million, with an average session time of 15 minutes. Impact: Low engagement might indicate issues with game selection, discovery, or retention mechanics.

• What's the current game library size and genre distribution?

Why this matters: Assessing the breadth and depth of the game offerings can reveal potential gaps. Hypothetical answer: 50 games available, primarily casual and puzzle games with a few RPGs and strategy titles. Impact: Limited genre diversity might be hindering adoption among certain user segments.

• How does the mobile game offering integrate with the main Netflix app?

Why this matters: The level of integration affects discoverability and user experience. Hypothetical answer: Games are accessible through a dedicated tab in the main Netflix app, but require a separate download. Impact: This setup might create friction in the user journey from discovery to gameplay.

• What are the key business objectives for Netflix Mobile Games?

Why this matters: Aligning improvements with overall business goals is crucial. Hypothetical answer: Increase subscriber retention, differentiate from competitors, and create new IP that can be leveraged across Netflix's ecosystem. Impact: Solutions should focus on enhancing these aspects of the service.

Based on these hypothetical answers, I'll assume that Netflix Mobile Games is in its growth phase, aiming to increase engagement and expand its user base while supporting broader Netflix objectives.

Step 2

User Segmentation (5 mins)

Key Stakeholders

1. Netflix subscribers
2. Game developers
3. Netflix content creators
4. Advertisers (potential future stakeholder)

We'll focus on Netflix subscribers as they are the primary users of the mobile games feature.

Sub-segments

1. Casual Gamers: Subscribers who occasionally play mobile games for short periods.
2. Hardcore Gamers: Subscribers who frequently engage with mobile games and seek more complex experiences.
3. Family Account Users: Subscribers who share accounts with family members, including children.
4. Content Crossover Users: Subscribers who are interested in games related to Netflix shows and movies.

Prioritization Table

Content Crossover Users score highest due to their large potential audience, high engagement frequency, and strong alignment with Netflix's content strategy.

Persona: Emily, the Content Enthusiast

• Demographics: 28-year-old urban professional
• Behaviors: Watches Netflix daily, engages with social media discussions about shows
• Motivations: Seeks immersive entertainment experiences, values storytelling
• Pain points: Limited time for entertainment, desires seamless transitions between watching and playing

Step 3

Pain Points Analysis (10 mins)

User Journey for Content Crossover Users:

1. Discovery: Browsing Netflix app for entertainment
2. Awareness: Noticing games related to favorite shows
3. Consideration: Evaluating whether to try the game
4. Download: Initiating and completing game download
5. First Play: Initial gameplay experience
6. Ongoing Engagement: Regular play sessions
7. Social Sharing: Discussing game progress with friends

Pain Points:

1. Discovery: Games are hidden in a separate tab, reducing visibility "I didn't even know Netflix had games related to my favorite shows!" - Emily

2. Download Friction: Separate download process interrupts the entertainment flow "Why can't I just start playing immediately like I can with videos?" - Emily

3. Content Depth: Limited game content compared to show depth "I finished the game in a day, but the show has multiple seasons." - Emily

4. Cross-Platform Progress: Inability to switch between devices seamlessly "I can't continue my game progress on my tablet where I left off on my phone." - Emily

5. Social Integration: Lack of social features to engage with friends "I wish I could compare my progress with friends who watch the same shows." - Emily

Pain Point Prioritization

The most critical pain points are:

1. Discovery (90)
2. Download Friction (56)
3. Social Integration (49)

These pain points significantly impact user engagement and retention. Improving discovery could dramatically increase game adoption, reducing download friction could improve conversion rates, and enhancing social integration could boost long-term engagement and viral growth.

Step 4

Solution Generation (10 mins)

1. Integrated Content Hubs Create themed hubs that blend show content with related games, trivia, and behind-the-scenes material. For example, a "Stranger Things" hub would feature the show, its related game, character bios, and fan theories.

   User flow: Emily opens Netflix > Selects "Stranger Things" hub > Seamlessly switches between watching episodes and playing the related game.

   Challenges:

   • Technical: Integrating diverse content types into a cohesive interface
   • Business: Balancing screen time between shows and games
   • User Adoption: Educating users about the new content format

2. Instant Play Technology Develop a streaming technology for games, similar to Google Stadia or Amazon Luna, allowing immediate play without downloads.

   User flow: Emily sees a game trailer > Clicks "Play Now" > Game starts instantly while fully downloading in the background.

   Challenges:

   • Technical: Ensuring low-latency gameplay across various network conditions
   • Business: Increased server costs for game streaming
   • User Adoption: Overcoming user skepticism about streaming game quality

3. Netflix Social Gaming Layer Create a social layer that connects Netflix users, allowing them to see friends' gaming activity, compete on leaderboards, and share achievements.

   User flow: Emily completes a game level > Sees she's topped her friends' leaderboard > Shares her achievement directly to Instagram.

   Challenges:

   • Technical: Developing a robust social infrastructure within the Netflix ecosystem
   • Business: Balancing social features with Netflix's traditionally private user experience
   • User Adoption: Encouraging users to connect their Netflix accounts with friends

4. Moonshot Idea: Netflix Reality Blend Develop AR games that blend Netflix show content with the real world, creating immersive experiences that bridge the gap between watching and playing.

   User flow: Emily points her phone camera at her living room > The room transforms into a "Stranger Things" setting > She plays an AR game finding hidden objects from the show.

   Challenges:

   • Technical: Creating high-quality AR experiences that work across various devices
   • Business: High development costs for cutting-edge AR technology
   • User Adoption: Overcoming the learning curve for AR interactions

Step 5

Solution Evaluation and Prioritization (2 mins)

RICE Analysis:

Integrated Content Hubs scores highest due to its high reach, significant impact, and relatively lower effort compared to other solutions.

Roadmap:

1. Integrated Content Hubs (Short-term win, high impact)
2. Netflix Social Gaming Layer (Medium-term, builds on engaged user base)
3. Instant Play Technology (Long-term, technically complex but high impact)
4. Netflix Reality Blend (Future expansion, highly innovative but requires significant resources)

Validation:

• A/B test Integrated Content Hubs with a subset of users
• Conduct user research on social gaming features
• Run technical pilots for Instant Play Technology

Step 6

Metrics and Measurement (2 mins)

Primary Metrics:

1. Daily Active Users (DAU) for games
2. Average gaming session length
3. Game discovery rate (% of Netflix users who engage with game content)

Secondary Metrics:

1. Cross-content engagement (% of users who both watch a show and play its related game)
2. User retention rate for Netflix subscribers who play games vs. those who don't
3. Net Promoter Score (NPS) for Netflix Mobile Games

Guardrail Metrics:

1. Overall Netflix app engagement time (ensure gaming doesn't cannibalize show watching)
2. App performance metrics (load times, crash rates)
3. Customer support tickets related to gaming issues

To set targets, I'd analyze current benchmarks and industry standards, then set ambitious but achievable goals. For example, we might aim to increase DAU by 50% within six months of implementing Integrated Content Hubs.

Step 7

Summary and Next Steps

We've identified Content Crossover Users as our primary focus for improving Netflix Mobile Games. By addressing key pain points around discovery, friction, and social engagement, we've proposed solutions that align with Netflix's goals of increasing subscriber retention and creating a unique, integrated entertainment experience.

Our prioritized solution, Integrated Content Hubs, offers a innovative way to blend Netflix's strengths in video content with its growing games offering. This approach not only improves game discovery but also creates a more immersive, interconnected content experience that differentiates Netflix from competitors.

Key metrics like DAU, session length, and cross-content engagement will help us measure the impact of these improvements.

Next steps include:

1. Conduct detailed user research to validate our assumptions about Content Crossover Users
2. Develop a prototype of Integrated Content Hubs for user testing
3. Create a detailed technical specification for the Instant Play Technology
4. Explore partnerships with game developers to create more show-related games

Expand Your Perspective

• How might the rise of cloud gaming services influence Netflix's strategy for mobile games?

• What lessons can be learned from the music industry's transition to streaming that could apply to game streaming?

• How could Netflix leverage its vast data on viewing habits to create personalized gaming experiences?

Related Topics

• Content strategy alignment between shows and games

• Mobile app architecture for seamless video and game integration

• User experience design for cross-media entertainment platforms

• Gamification of traditional video content

• Data-driven game development and recommendation systems