Netflix has been investing a lot of time and energy into gaming, but the company sees its work on games as part of a broader initiative around interactivity, co-CEO Greg Peters said in today’s Q3 2025 earnings call.
“We’ve mostly talked so far about our work in this space as games because that’s an easy shorthand,” he said. “But we see this initiative as more about interactivity broadly. How does interactivity become complementary to linear storytelling? How is it able to unlock whole new entertainment experiences?” As an example, he mentioned real-time voting, which Netflix is currently testing with Dinner Time Live With David Chang and plans to use with its live Star Search revival in January. “We expect to provide other interactive features to deepen engagement with live events as we go in the future,” Peters said.
Recently, Netflix has also shaken up its gaming strategy to focus in part on multiplayer party games, including a batch that you’ll be able to play on your TV by using your smartphone as a controller. “These games are super easy to access,” Peters said. “ It’s just like our series and films. You scroll to the games tab, you pick whatever you want, click it, and you’re in. You don’t need a special controller — that’s key to this access.”
In the “years ahead,” Netflix expects that “creators will really find interesting and novel ways to unlock all of the power that is in this incredibly advanced controller that we all happen to have in our pockets, which, of course, is our phones,” Peters said.
The company is also putting its efforts into offering games based on its own franchises, games for kids, and more mainstream titles like Grand Theft Auto: The Trilogy — The Definitive Edition.
With its approach, Netflix sees that it “not only extends the audience’s engagement with a story, but it creates a synergy that reinforces both mediums, the interactive and the non-interactive side,” according to Peters. “It drives engagement and drives retention, therefore supports the business.” Down the line, the company is going to “ramp our investment in this area judiciously,” but Netflix is “extremely excited about the progress we’ve got ahead of us.”
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![The Animation Industry Still Hopes for Hollywood’s Full Respect
Years after Guillermo del Toro declared “animation is cinema” at the Oscars, the industry remains a redheaded stepchild of Hollywood. A recent Variety report with several professionals in the industry discuss how animation’s perceived in the west. At the same time it’s viewed as a “babysitter” medium mainly meant for entertaining kids, it’s been a reliable moneymaker for decades. The Super Mario Galaxy Movie is currently 2026’s only movie to make over billion, while Inside Out 2 and Zootopia 2 have been big hits for Disney. But as one animator told the outlet, the success has also been “frustrating” to see: a studio will brag about an animated film’s financial and awards success, then “turn to people who’ve worked here forever and say, ‘We don’t need you anymore.’” While Pixar president Jim Morris rightfully noted animation’s “propping up a lot of studios right now,” chief creative officer Pete Docter had a different view. He said animation can’t not be considered “films for kids” when most of said films are “funny, goofy, [and] a little bit like babysitter material. We could step our game up [as an industry].” However, Docter doesn’t expound on what “stepping up” would entail, and it’s worth acknowledging Pixar’s backtracking on more specific themes and perspectives in recent years—and his views on such walk backs. Alternatively, Laika’s solution is making people see their movies as simply movies. Chief marketing officer David Burke told Variety the Wildwood studio doesn’t actively sell their films as animated, instead trusting “[our] audience to find our movies, irrespective of the medium. They defy categorization.” Granted, this may also be due to the studio having a number of live-action projects in development, but Burke’s general point stands: to avoid stigma, animated movies can (and should) be promoted like they’re just regular movies.
For those interested in animation, a true sign of the medium’s respect would be if an animated movie won “Best Feature” at the Oscars. That’s a tall order, and an idea professionals are split on. Morris wants animation employees to be eligible come Oscar voting time, while Jorge Gutiérrez believes live-action movies have a natural edge and “too many Academy members” automatically treat animated fare as something to endure.
You can read the full story here for more insight on what Hollywood’s animation arm is thinking. Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who. #Animation #Industry #Hopes #Hollywoods #Full #RespectAnimation,disney,Pixar,The Super Mario Galaxy Movie,Zootopia 2](https://i1.wp.com/gizmodo.com/app/uploads/2026/05/Super-Mario-Galaxy-flying-1280x853.jpg?ssl=1 "The Animation Industry Still Hopes for Hollywood’s Full Respect
Years after Guillermo del Toro declared “animation is cinema” at the Oscars, the industry remains a redheaded stepchild of Hollywood. A recent Variety report with several professionals in the industry discuss how animation’s perceived in the west. At the same time it’s viewed as a “babysitter” medium mainly meant for entertaining kids, it’s been a reliable moneymaker for decades. The Super Mario Galaxy Movie is currently 2026’s only movie to make over billion, while Inside Out 2 and Zootopia 2 have been big hits for Disney. But as one animator told the outlet, the success has also been “frustrating” to see: a studio will brag about an animated film’s financial and awards success, then “turn to people who’ve worked here forever and say, ‘We don’t need you anymore.’” While Pixar president Jim Morris rightfully noted animation’s “propping up a lot of studios right now,” chief creative officer Pete Docter had a different view. He said animation can’t not be considered “films for kids” when most of said films are “funny, goofy, [and] a little bit like babysitter material. We could step our game up [as an industry].” However, Docter doesn’t expound on what “stepping up” would entail, and it’s worth acknowledging Pixar’s backtracking on more specific themes and perspectives in recent years—and his views on such walk backs. Alternatively, Laika’s solution is making people see their movies as simply movies. Chief marketing officer David Burke told Variety the Wildwood studio doesn’t actively sell their films as animated, instead trusting “[our] audience to find our movies, irrespective of the medium. They defy categorization.” Granted, this may also be due to the studio having a number of live-action projects in development, but Burke’s general point stands: to avoid stigma, animated movies can (and should) be promoted like they’re just regular movies.
For those interested in animation, a true sign of the medium’s respect would be if an animated movie won “Best Feature” at the Oscars. That’s a tall order, and an idea professionals are split on. Morris wants animation employees to be eligible come Oscar voting time, while Jorge Gutiérrez believes live-action movies have a natural edge and “too many Academy members” automatically treat animated fare as something to endure.
You can read the full story here for more insight on what Hollywood’s animation arm is thinking. Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who. #Animation #Industry #Hopes #Hollywoods #Full #RespectAnimation,disney,Pixar,The Super Mario Galaxy Movie,Zootopia 2")
![The Animation Industry Still Hopes for Hollywood’s Full Respect
Years after Guillermo del Toro declared “animation is cinema” at the Oscars, the industry remains a redheaded stepchild of Hollywood. A recent Variety report with several professionals in the industry discuss how animation’s perceived in the west. At the same time it’s viewed as a “babysitter” medium mainly meant for entertaining kids, it’s been a reliable moneymaker for decades. The Super Mario Galaxy Movie is currently 2026’s only movie to make over $1 billion, while Inside Out 2 and Zootopia 2 have been big hits for Disney. But as one animator told the outlet, the success has also been “frustrating” to see: a studio will brag about an animated film’s financial and awards success, then “turn to people who’ve worked here forever and say, ‘We don’t need you anymore.’” While Pixar president Jim Morris rightfully noted animation’s “propping up a lot of studios right now,” chief creative officer Pete Docter had a different view. He said animation can’t not be considered “films for kids” when most of said films are “funny, goofy, [and] a little bit like babysitter material. We could step our game up [as an industry].” However, Docter doesn’t expound on what “stepping up” would entail, and it’s worth acknowledging Pixar’s backtracking on more specific themes and perspectives in recent years—and his views on such walk backs. Alternatively, Laika’s solution is making people see their movies as simply movies. Chief marketing officer David Burke told Variety the Wildwood studio doesn’t actively sell their films as animated, instead trusting “[our] audience to find our movies, irrespective of the medium. They defy categorization.” Granted, this may also be due to the studio having a number of live-action projects in development, but Burke’s general point stands: to avoid stigma, animated movies can (and should) be promoted like they’re just regular movies.
For those interested in animation, a true sign of the medium’s respect would be if an animated movie won “Best Feature” at the Oscars. That’s a tall order, and an idea professionals are split on. Morris wants animation employees to be eligible come Oscar voting time, while Jorge Gutiérrez believes live-action movies have a natural edge and “too many Academy members” automatically treat animated fare as something to endure.
You can read the full story here for more insight on what Hollywood’s animation arm is thinking. Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who. #Animation #Industry #Hopes #Hollywoods #Full #RespectAnimation,disney,Pixar,The Super Mario Galaxy Movie,Zootopia 2](https://gizmodo.com/app/uploads/2026/05/Super-Mario-Galaxy-flying-1280x853.jpg "The Animation Industry Still Hopes for Hollywood’s Full Respect
Years after Guillermo del Toro declared “animation is cinema” at the Oscars, the industry remains a redheaded stepchild of Hollywood. A recent Variety report with several professionals in the industry discuss how animation’s perceived in the west. At the same time it’s viewed as a “babysitter” medium mainly meant for entertaining kids, it’s been a reliable moneymaker for decades. The Super Mario Galaxy Movie is currently 2026’s only movie to make over $1 billion, while Inside Out 2 and Zootopia 2 have been big hits for Disney. But as one animator told the outlet, the success has also been “frustrating” to see: a studio will brag about an animated film’s financial and awards success, then “turn to people who’ve worked here forever and say, ‘We don’t need you anymore.’” While Pixar president Jim Morris rightfully noted animation’s “propping up a lot of studios right now,” chief creative officer Pete Docter had a different view. He said animation can’t not be considered “films for kids” when most of said films are “funny, goofy, [and] a little bit like babysitter material. We could step our game up [as an industry].” However, Docter doesn’t expound on what “stepping up” would entail, and it’s worth acknowledging Pixar’s backtracking on more specific themes and perspectives in recent years—and his views on such walk backs. Alternatively, Laika’s solution is making people see their movies as simply movies. Chief marketing officer David Burke told Variety the Wildwood studio doesn’t actively sell their films as animated, instead trusting “[our] audience to find our movies, irrespective of the medium. They defy categorization.” Granted, this may also be due to the studio having a number of live-action projects in development, but Burke’s general point stands: to avoid stigma, animated movies can (and should) be promoted like they’re just regular movies.
For those interested in animation, a true sign of the medium’s respect would be if an animated movie won “Best Feature” at the Oscars. That’s a tall order, and an idea professionals are split on. Morris wants animation employees to be eligible come Oscar voting time, while Jorge Gutiérrez believes live-action movies have a natural edge and “too many Academy members” automatically treat animated fare as something to endure.
You can read the full story here for more insight on what Hollywood’s animation arm is thinking. Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who. #Animation #Industry #Hopes #Hollywoods #Full #RespectAnimation,disney,Pixar,The Super Mario Galaxy Movie,Zootopia 2")
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