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| Stylized game avatars used as a visual backdrop for Netflix’s continued shift toward TV-first gaming experiences. |
Netflix has acquired Ready Player Me, signalling another shift in how the company sees its future in gaming. The deal brings Ready Player Me’s avatar technology and development tools in-house as Netflix continues to move away from a mobile-first gaming strategy and toward experiences designed for TVs.
This move also follows a series of major strategic plays, including reports on Netflix’s interest in large-scale media and gaming acquisitions, such as its proposed Warner Bros. deal and its evolving relationship with major publishers, which recently saw the Warner Bros. Discovery board back the agreement ahead of approval.
The terms of the acquisition were not disclosed. Netflix confirmed that Ready Player Me’s services will begin winding down on January 31, 2026, including its online avatar creation tool, PlayerZero. A small team from the company will join Netflix, with CTO Rainer Selvet confirmed as part of the transition.
This move is less about avatars on their own and more about where Netflix believes gaming fits within its platform.
What Ready Player Me Actually Offered
Ready Player Me built tools that allowed a single avatar to travel across multiple games and virtual spaces. Instead of creating a new character every time, you could carry a consistent digital identity between experiences. That idea gained traction across games, apps, and social platforms looking for a shared identity system.
For Netflix, that technology aligns neatly with shared-screen play. Avatars make more sense on a TV, where games are often social, local, or designed for quick sessions rather than long solo grinds. They also work naturally with kids’ games and party-style experiences where personalization matters but setup needs to stay simple.
The downside is that Ready Player Me will no longer exist as an independent service. Anyone using its tools outside of Netflix’s ecosystem will eventually need to look elsewhere.
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| Examples of Ready Player Me avatars, which allowed a single character to carry across multiple games and platforms before the service began winding down. |
Netflix’s Gaming Strategy Keeps Evolving
Netflix entered gaming four years ago with a clear mobile focus. Games were included with subscriptions and tied directly to Netflix accounts. The company acquired studios, licensed recognizable titles, and treated games as another content category alongside films and series.
It was hit or miss. A few bigger releases got people talking, but a lot of the library flew under the radar. Over time, Netflix pulled back from several studio projects and started easing off its mobile-first approach.
That experimentation has included bold moves and reversals, such as Netflix acquiring WB Games while stepping away from some of its own internal studios. Under its current leadership, Netflix has been reshaping that approach. The focus has shifted toward games that work well on TVs, including party games, family-friendly titles, and experiences designed for casual, shared play.
Why Avatars Fit a TV-First Push
Avatars solve a practical problem for TV gaming. They give you an identity without forcing long character creation flows that feel awkward on a couch. They also work across genres, from trivia games to sports titles to live interactive shows.
Netflix has already signaled this direction with plans to bring a FIFA football game to its TV lineup ahead of the 2026 World Cup, reinforcing its interest in familiar, shared-screen experiences.
Avatars could become the connective tissue between games, shows, and events, especially as Netflix builds toward real-time and party-based formats. That said, Netflix has not confirmed how or when avatars will appear, or which games will support them first.
A Strategic Bet, Not a Final Answer
There is no timeline for when Netflix avatars will launch. There is no list of supported games. Netflix has also not explained how existing Ready Player Me users will transition, if at all. What is clear is that this acquisition is part of a broader reset, not a sudden leap forward. Netflix is still experimenting, just with a sharper idea of where gaming fits on its platform.
This deal does not guarantee success, but it does show focus. Netflix appears more confident in building gaming experiences that match how people already use their TVs. Short sessions. Shared screens. Low friction.
If you’re curious how this shift already looks in practice, Netflix games are playable on TVs today using a setup that feels closer to casual console gaming than mobile play.
Netflix knows how to get people to press play. Convincing them to keep a controller nearby is the next challenge.
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