Netflix has spent three years and over $1 billion building a gaming division that most subscribers ignore. Now, the streaming giant is making its biggest bet yet on changing that equation—and the strategy centers not on smartphones but on the television screens where Netflix built its empire.

The company is launching an exclusive FIFA simulation game tied to the FIFA World Cup 2026, playable directly on TVs through cloud streaming. Combined with an expanding slate of "party and couch co-op games," Netflix is positioning gaming as a shared living room experience rather than a solitary mobile diversion. It's a gambit that could finally deliver returns on the company's substantial gaming investment—or confirm that streaming and gaming make for uncomfortable bedfellows.

The FIFA Opportunity

This summer, as the United States, Mexico, and Canada host the FIFA World Cup 2026, Netflix subscribers will be able to play an officially licensed FIFA game directly on their televisions—for free, with no ads or microtransactions.

The game, developed by Delphi Interactive, offers a simplified but engaging football simulation designed for accessibility:

  • Tournament mode: Players can experience the World Cup tournament in a format the company describes as "fast to learn and thrilling to master."
  • Phone controller: Rather than requiring a separate gamepad, players use their smartphones as controllers, lowering the barrier to entry.
  • Cloud streaming: The game runs on Netflix's servers and streams to the TV, eliminating the need for downloads or powerful hardware.

The timing is strategic. The World Cup generates enormous global attention, and Netflix's FIFA game offers a way to engage with the tournament beyond simply watching matches. For households already gathered around televisions for games, the transition to playing a game themselves becomes frictionless.

The Living Room Strategy

The FIFA game reflects a broader strategic shift in Netflix's gaming approach. After initially focusing on mobile games—a logical extension of the smartphone-first streaming experience—the company is pivoting toward TV-based gaming.

Co-CEO Gregory Peters outlined the vision in recent investor communications:

"Millions of people already watch Netflix on their TVs, and now you can play games there too. We'll also be introducing party and couch co-op games on TV delivered from the cloud. We think of this as a successor to family board game night or an evolution of what the game show on TV used to be."

The framing is revealing. Netflix sees TV gaming not as competition with PlayStation or Xbox, but as a revival of social gaming traditions that consoles have largely abandoned. Board games, party games, family trivia nights—these are the experiences Netflix aims to digitize and deliver through its existing distribution infrastructure.

Cloud Gaming: The Technical Enabler

Netflix's TV gaming strategy depends on cloud gaming technology—running games on remote servers and streaming video to the viewer, much like streaming video itself. The approach offers several advantages:

  • No downloads: Games are instantly available, eliminating the friction of installation.
  • Cross-device: The same game can run on any screen with Netflix access, from smart TVs to streaming devices.
  • Lower hardware requirements: Processing happens in the cloud, so older devices can run sophisticated games.
  • Rapid updates: Netflix can improve games server-side without requiring user action.

The company has been testing cloud gaming since 2023, initially in limited markets. The 2026 expansion brings the technology to a much broader audience, though the technical challenges of latency and consistent performance remain significant.

The Competitive Landscape

Netflix's gaming push arrives as the cloud gaming market remains nascent and fragmented. Google abandoned its Stadia service in 2023. Amazon's Luna has failed to gain significant traction. Microsoft's xCloud shows promise but caters primarily to core gamers already invested in the Xbox ecosystem.

Netflix's approach differs from these efforts in important ways:

  • Bundled offering: Games are included with existing subscriptions, eliminating separate payment friction.
  • Casual focus: Netflix targets non-gamers and social players rather than hardcore enthusiasts.
  • Built-in distribution: The company already has apps on virtually every streaming device, providing instant reach.
  • No hardware push: Unlike Microsoft or Sony, Netflix doesn't need to sell consoles to monetize gaming.

Whether these differences are enough to succeed where others have struggled remains unclear.

The Content Pipeline

Beyond FIFA, Netflix has expanded its gaming library to over 100 titles, with a particular focus on games based on its own intellectual property:

  • Narrative games: Interactive experiences tied to Netflix shows allow fans to engage more deeply with favorite properties.
  • Kids' games: Age-appropriate titles extend Netflix's family appeal.
  • Established franchises: Deals with publishers have brought recognizable titles like Grand Theft Auto to the platform.

The company has acquired several game studios and claims to have over 90 games in development. However, recent studio closures and high-profile departures have raised questions about the internal game development strategy.

The Skeptics' Case

Not everyone is convinced that Netflix's gaming push will succeed. Critics point to several challenges:

  • Low engagement: Despite years of effort, only a small percentage of Netflix subscribers have tried the company's games.
  • Core competency mismatch: Netflix excels at content curation and recommendation. Game development and cloud infrastructure require different skills.
  • Latency concerns: Cloud gaming requires extremely low latency to feel responsive. Many home internet connections and TV setups may not deliver adequate performance.
  • Studio struggles: Netflix's internal game development has faced challenges, with closures and restructuring suggesting the path forward remains unclear.

Some analysts predict that 2026 may actually see Netflix scale back its gaming ambitions rather than expand them, refocusing on core streaming as competitive pressures intensify.

What Success Would Look Like

For Netflix's gaming strategy to be judged successful, it likely needs to achieve several objectives:

  • Engagement lift: Games need to become a meaningful part of how subscribers interact with Netflix, not an ignored feature.
  • Retention value: Gaming should reduce churn by giving subscribers another reason to maintain their subscriptions.
  • Differentiation: As streaming competition intensifies, gaming could help Netflix stand apart from rivals.
  • Advertising opportunity: While current games are ad-free, future monetization could include sponsored content or brand integrations.

The Bottom Line

Netflix's FIFA World Cup game and expanded TV gaming represent the streaming giant's most ambitious push yet into interactive entertainment. By focusing on the living room—where Netflix already dominates—and emphasizing social, accessible experiences over hardcore gaming, the company is attempting to carve a unique niche. Whether this strategy can finally deliver returns on Netflix's billion-dollar gaming investment will become clearer as the World Cup approaches and subscribers decide whether to pick up their phone controllers.