My analysis: They already have subscribers. They're looking for ways to maximize retention of existing subscribers, as opposed to creating a new source for subs

My analysis: They already have subscribers. They're looking for ways to maximize retention of existing subscribers, as opposed to creating a new source for subscribers. Get someone hooked on a game, and they have another reason to stay on Netflix. The cost of acquisition for most of their gamers is likely close to zero -- depending on how you think about it. They can use their existing platform to direct people to play games. I also suspect they're licensing the games, which could theoretically be relatively low cost, especially compared to the cost of some of their video productions.