The Netflix Effect - How Streaming Platforms Are Reshaping Mobile Gaming in India and Southeast Asia

Gaming >>>>> Streaming

In recent years, streaming platforms have fundamentally altered the entertainment landscape, especially in India and Southeast Asia. Traditionally focused on video content, players like Netflix, Disney+ Hotstar, and Amazon Prime are now leveraging their vast user bases to explore new avenues of engagement. One of the most intriguing moves has been their entry into mobile gaming, an industry that’s seeing significant growth across these regions.

With streaming platforms entering this space, we're witnessing a Netflix Effect in mobile gaming. By utilizing the same models that made streaming content so successful—personalization, convenience, and accessibility—these platforms are beginning to reshape how mobile gaming is consumed and monetized in India and Southeast Asia. This convergence is creating new opportunities for growth, user engagement, and monetization.

The Streaming Boom - Fueling Mobile Gaming Growth

Streaming platforms have become integral to the daily lives of consumers in these regions. India alone is expected to have 457 million OTT video streaming users by 2025, while Southeast Asia’s OTT market is projected to hit $2.9 billion by 2024 (Media Partners Asia). The shift to mobile-first consumption patterns has been pivotal in shaping this growth. Mobile devices, not traditional TVs or desktops, are the primary screens in these regions.

The mobile gaming industry has followed a similar trajectory. India’s mobile gaming revenue reached $1.5 billion in 2022 with an estimated 510 million mobile gamers (Newzoo). In Southeast Asia, the market is expected to grow to $4.4 billion by 2025, driven by rapid adoption in Indonesia, Vietnam, and the Philippines.

These overlapping trends have created fertile ground for streaming platforms to expand into mobile gaming.

Streaming Platforms’ Play in Mobile Gaming

Netflix’s decision to enter the mobile gaming market in 2021 signaled a significant shift. By integrating free mobile games into its subscription service, Netflix is attempting to extend engagement beyond passive viewing. These games—many based on existing IPs like Stranger Things—provide subscribers with a deeper connection to the content they already enjoy, creating a multi-platform entertainment experience.

1. Expanding IP Through Gaming
   Streaming platforms are leveraging their most popular shows to create mobile game spin-offs, offering users more ways to engage with the content. Games based on hit shows like Stranger Things create extended ecosystems where viewers can continue engaging with their favorite characters and worlds through gameplay.

2. Cross-Promotion and Bundling
   We’re seeing more streaming platforms use gaming to cross-promote their content. For instance, Amazon Prime integrates in-game rewards for popular mobile games like PUBG Mobile and Free Fire. This adds value for subscribers and encourages deeper engagement with both gaming and streaming services.

Localizing for Indian and Southeast Asian Markets

One of the key differentiators for streaming platforms in these markets is their ability to localize content. In India and Southeast Asia, localized content is not just a nice-to-have—it’s a necessity. Platforms like Netflix and Disney+ Hotstar have already made significant investments in regional programming, and now they’re extending this strategy to mobile games.

• Localized Gaming Content
  In these markets, localized content that resonates with local tastes is a key growth driver. For example, Netflix has been exploring mobile games that cater to India’s rich mythology and cultural narratives, while other platforms have experimented with games tied to regional TV series and films. Local languages and culturally relevant themes have been shown to boost user engagement significantly.

• Casual Gaming Focus
  Casual games, which are easy to pick up and play, dominate the mobile gaming landscape in both India and Southeast Asia. These types of games are particularly popular among users who are not traditional “gamers.” Streaming platforms are tapping into this trend by offering mobile games with simple mechanics and strong narratives, often linked to their video content. Data from Sensor Tower shows that games tied to entertainment franchises typically see a 50-70% increase in downloads following a series release.

How Streaming Platforms Are Shaping Mobile Gaming Monetization

In addition to expanding gaming libraries, streaming platforms are introducing new monetization models to the mobile gaming industry. Traditionally, mobile games in India and Southeast Asia have relied on ad-based or freemium models. Streaming platforms are starting to disrupt this with new bundling strategies.

• Bundling Streaming and Gaming
  Streaming platforms are experimenting with subscription models that include both video and gaming content, creating a one-stop entertainment ecosystem. This offers cost-conscious consumers in price-sensitive markets like India a value proposition that’s difficult to ignore. For example, JioGames and Airtel Xstream bundle access to both games and OTT content, capturing a wider share of the entertainment wallet.

• Freemium Meets Subscription
  Rather than relying on in-app purchases, streaming platforms can offer full games as part of their subscription packages. This not only adds value to the subscription but also gives them control over how they monetize in-game content through exclusive items, skins, or early access to new levels. The opportunity to monetize through in-game microtransactions within a subscription-based framework offers both predictability in revenue and an upsell opportunity for premium content.

Why It Works in India and Southeast Asia

The convergence of streaming and gaming is particularly effective in these regions for several reasons:

• Mobile-First Audiences
  With 75% of India’s 1.2 billion mobile connections on smartphones, and over 450 million mobile internet users expected in Southeast Asia by 2025 (GSMA), mobile is the primary screen for entertainment. Both streaming and gaming platforms are designed for mobile-first consumption, which gives them an advantage in these markets.

• Price Sensitivity
  Bundling games into existing subscriptions makes sense in price-sensitive markets where disposable income is lower. Consumers get more value from a single subscription, and platforms increase engagement by keeping users within their ecosystem for both passive and interactive entertainment.

• 5G and Infrastructure Improvements
  The rollout of 5G across these regions is set to further accelerate mobile gaming adoption. With faster internet speeds and lower latency, streaming platforms can offer more sophisticated mobile gaming experiences, including multiplayer and cloud-based games, without requiring high-end devices.

Challenges and Opportunities

While the opportunities are vast, there are challenges to consider. Connectivity remains an issue in rural parts of India and Southeast Asia, where data costs and network reliability can limit the reach of mobile gaming. Additionally, competition from local OTT platforms like Zee5 and Viu is intensifying, as these platforms are also experimenting with gaming integrations.

However, the potential rewards are significant. As streaming platforms continue to experiment with gaming, the line between watching and playing is blurring. The key for these platforms will be to balance content creation, personalization, and monetization in ways that keep users engaged and returning for both passive and interactive entertainment.