Netflix Expands Its Footprint in the Gaming World
In a significant move as part of its expansion into gaming, Netflix has acquired the Estonia-based startup Ready Player Me, which specializes in technology for creating gaming assets that can be used across various titles. The financial details of the deal remain undisclosed. CEO Timmu Tõke expressed enthusiasm about the acquisition, stating, “Our vision has always been to enable avatars and identities to travel across many games and virtual worlds. We’ve been on an independent path to make that vision a reality for a long time. I’m now very excited for the Ready Player Me team to join Netflix to scale our tech and expertise to a global audience and contribute to the exciting vision Netflix has for gaming.”
Netflix confirmed that the Ready Player Me team, consisting of 20 members, will be integrated into the company, although only CTO Rainer Selvet will transition to Netflix. There are still many unanswered questions regarding the deal, such as when gaming avatars will be available on Netflix and which titles will support them. Following the acquisition, Ready Player Me announced it would shut down its services, including its avatar-maker tool, PlayerZero, on January 31, 2026. The company provides developers with products and services for creating avatars compatible with various games, acknowledging the diversity in game engines, devices, and art styles.
Ready Player Me has worked with notable clients like Ubisoft, Lenovo, and Nvidia. Netflix has characterized its gaming investments as experimental, seeking to discover the most effective strategies. This approach has led to a challenging path, with the company scaling back its AAA game ambitions in favor of mobile and party-focused titles. In July, Netflix indicated plans to intensify its gaming efforts. The recent acquisition of Warner Bros. Discovery also positions Netflix to take ownership of several entertainment assets, including a gaming portfolio, though not the entire company. Meanwhile, rival Paramount is pursuing its own strategy, presenting a more lucrative offer to shareholders that includes a proposal to acquire the entire company.
