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Netflix acquires gaming avatar maker Ready Player Me
Netflix has acquired Ready Player Me, an avatar-creation platform, as part of its shift towards TV gaming. The acquisition aims to enhance user experience by allowing subscribers to carry their avatars across various games. While the deal's terms are undisclosed, the Ready Player Me team will integrate into Netflix, focusing on developing interactive gaming experiences. The platform will cease operations in early 2026.
Key points
- Netflix acquired Ready Player Me to bolster its gaming strategy focused on TV gaming.
- Ready Player Me, based in Estonia, has raised $72 million from various investors.
- Only CTO Rainer Selvet from Ready Player Me will join Netflix; services will end by January 31, 2026.
- Netflix's gaming strategy has evolved from mobile games to include more mainstream and interactive titles.
- Under new executive Alain Tascan, the company is focusing on party games, narrative-driven content, and real-time audience interaction.
Why it matters
- The acquisition aligns with 2025 IT trends emphasizing interactive and immersive experiences in entertainment.
- Netflix has previously shifted its strategy in the gaming sector and incorporated new leadership to adapt.
- The move is part of a broader trend where streaming services are increasingly integrating gaming with content to enhance viewer engagement.
Netflix's acquisition of Ready Player Me marks a significant step in its strategy to merge gaming and TV viewing, aiming to create interactive experiences for subscribers. As the company adapts its gaming approach, the success of this integration remains to be seen.