Combined, revenue from the video streaming market and the gaming industry in the United States amassed roughly $61 billion in 2020, which not only highlights the popularity of each sector but the potential for commercial success by combining them. It seems this potential is already being capitalized on, as we are seeing the business relationship between gaming and streaming develop even more through recent partnerships between Netflix and Riot Games and BetMGM and All Things Comedy.
Streaming Services And Gaming
Streaming services like Netflix have made it clear in its recent quarterly earnings reports that it is interested in expanding its online footprint and diversifying the content that it offers to its approximately 200 million paid subscribers worldwide. The company’s first attempt at doing so was by launching several interactive films, including Black Mirror: Bandersnatch and Unbreakable Kimmy Schmidt: Kimmy vs the Reverend, followed by launching mobile games on its platform on November 2nd, 2021. Netflix’s catalog of games is limited for the time being, capped at only five, including one Stranger Things-themed game, but it is suspected more options will roll out in the coming months for both iOS and Android users.
Here are the five games available to download and play, with a whole lot more coming!— Netflix Geeked (@NetflixGeeked) November 2, 2021
🕹Stranger Things: 1984
🎮Stranger Things 3
🏀 Shooting Hoops
🃏 Card Blast
🎱 Teeter Up
Netflix’s move into mobile gaming comes on the back of its partnership with Riot Games, a video game developer and eSports tournament organizer that has been a driver in the recent growth of the eSports market. In 2021, the eSports industry was valued at $1 billion, which represents a 50% increase from 2020. Together, Netflix and Riot Games launched an animated event series called Arcane on November 6th, which is set in Riot Games’ League of Legends IP and introduces the streaming giant to the immersive world of eSports. There have been several tournaments surrounding the League of Legends video game, and at the 2020 World Championship, the final match reached a 23.04 million Average Minute Audience (AMA).
Similarly, we are seeing other streaming services like comedy podcast network All Things Comedy partner with leading gaming platforms like BetMGM. According to the review site Casino Smash, BetMGM offers a variety of gaming content, including sports betting, casino, and poker, and on September 30th, 2021, the sports betting and gaming entertainment company entered into a content partnership with All Things Comedy. As part of the partnership, the promotional deals offered by BetMGM Casino (which includes, as per the review site, a $25 no deposit offer and a 100% match deposit bonus) are integrated into several All Things Comedy-produced podcasts. That includes the “Anything Better” podcast hosted by comedic voice Bill Burr. Burr is best known for his animated series F Is For Family on Netflix and for staring opposite Pete Davidson in the 2020 film The King of Staten Island. These promotions will also feature on the All Things Comedy YouTube channel.
Separately, both the gaming market and the streaming industry are highly successful, but joining forces has only increased their reach and, subsequently, their profit margins. As such, it seems likely that in 2022, we will see this business relationship between the two sectors develop even more.