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Netflix Buys Estonia's Avatar Maker
19 Dec
Summary
- Netflix acquired Estonian avatar platform Ready Player Me.
- Ready Player Me's tools will help build user avatars for games.
- The startup's 20-person team joins Netflix after the acquisition.
Netflix has expanded its gaming ambitions by acquiring Estonia-based avatar creation platform Ready Player Me. This move signals a strategic pivot for Netflix, focusing more on games playable on television and aiming to deepen user engagement through persistent gaming personas.
The acquisition aims to leverage Ready Player Me's development tools and infrastructure to create avatars that will allow Netflix subscribers to carry their identities and fandom across various gaming titles. While specific launch timelines and initial game integrations remain undisclosed, the startup's team of around 20 individuals will join Netflix, contributing their expertise to this new venture.
This development underscores Netflix's evolving approach to the gaming market. After initial forays into mobile games and studio acquisitions with mixed results, the company is now concentrating on interactive experiences for TV. Recent releases include party games and narrative titles, with more major releases planned, indicating a renewed focus on a more integrated and interactive gaming strategy.
