Netflix is expanding its gaming ambitions with the acquisition of Ready Player Me, an Estonian startup specializing in cross-game avatar creation. This strategic move aims to allow subscribers to carry personalized digital identities across Netflix’s growing portfolio of games, enhancing immersion and engagement.
Key Takeaways
- Netflix acquires Ready Player Me to enable persistent, cross-game avatars for its subscribers.
- The startup’s technology will be integrated into Netflix’s expanding game library, with a focus on TV-based experiences.
- Ready Player Me’s services will cease on January 31, 2026, with its team and technology moving to Netflix.
- The acquisition signals Netflix’s continued commitment to evolving its gaming strategy beyond mobile.
A Unified Digital Identity
Netflix announced its acquisition of Ready Player Me, a platform that allows users to create customizable avatars usable across various games and virtual worlds. The streaming giant plans to leverage Ready Player Me’s development tools and infrastructure to build avatars that subscribers can use to express their personalities and fandoms across different Netflix games. This move is a significant step in Netflix’s strategy to integrate gaming more deeply into its entertainment offerings, aiming for a more cohesive and engaging user experience.
Shifting Gaming Strategy
This acquisition marks a notable shift in Netflix’s approach to gaming. Initially focused on mobile games, Netflix has been increasingly pivoting towards TV-centric gaming experiences. The company has been expanding its game library, which now includes over 100 titles, and has brought in new leadership to spearhead this evolution. The integration of Ready Player Me’s technology is expected to bolster this strategy by providing a consistent digital identity for players, regardless of the game they are playing on their television screens.
Ready Player Me’s Future
Following the acquisition, Ready Player Me will be winding down its independent services, including its online avatar creation tool, PlayerZero, on January 31, 2026. The startup’s team of approximately 20 individuals will join Netflix, though only CTO Rainer Selvet is confirmed to be moving to the streaming company. Ready Player Me’s CEO, Timmu Tõke, expressed excitement about joining Netflix to scale their technology to a global audience and contribute to Netflix’s gaming vision.
Industry Impact and Future Potential
The acquisition positions Netflix to compete more directly with gaming platforms that have long utilized customizable avatars for user engagement. By enabling persistent avatars, Netflix aims to foster deeper connections between its subscribers and its gaming content, potentially tying into popular intellectual properties. While specific timelines and game integrations have not yet been detailed, the move underscores Netflix’s long-term commitment to making gaming a core component of its entertainment ecosystem.
