Netflix has continued to reshape its gaming strategy by acquiring Ready Player Me, an Estonia-based avatar creation platform, as it shifts more of its gaming focus to TV-based experiences. The company said it plans to use Ready Player Me’s tools and infrastructure to create avatars that let subscribers carry their identities and fandom across different Netflix games. Netflix did not disclose the financial terms of the deal.
Ready Player Me had previously raised $72 million from investors such as a16z, Endeavor, Konvoy Ventures, Plural, and several angel investors, including founders of companies like Roblox, Twitch, and King Games. Netflix confirmed that the startup’s team of about 20 people will join the company. Of the four co-founders—Rainer Selvet, Haver Järveoja, Kaspar Tiri, and Timmu Tõke—only CTO Rainer Selvet will move to Netflix. The company has not said when avatars will launch or which games will support them first.
After the acquisition, Ready Player Me will shut down its services on January 31, 2026, including its online avatar tool, PlayerZero. CEO Timmu Tõke said the company has always aimed to let avatars move seamlessly across games and virtual worlds. He said joining Netflix will help the team scale its technology globally and contribute to Netflix’s growing gaming ambitions.
The deal reflects how Netflix’s approach to gaming has evolved. When the company entered the space four years ago, it focused on mobile games available to subscribers through their Netflix accounts. Netflix described gaming then as another content category, similar to its push into original films, animation, and unscripted programming.
Under former VP of games Mike Verdu, Netflix acquired several gaming studios and licensed various titles. The results proved mixed. Some high-profile games, such as GTA: San Andreas, drew attention, while many others struggled to gain traction. Netflix has since confirmed that GTA and dozens of other titles will leave the platform. The company also shut down several acquired studios or returned them to their original founders.
Netflix always viewed gaming as an experiment and adjusted its strategy as it learned what worked. Last year, the company hired Alain Tascan, formerly of Epic Games, as president of games. Verdu, who had shifted into a generative AI role, left the company seven months later.
Since Tascan took over, Netflix has leaned more heavily into TV-based games and expanded its focus to party games, kids’ titles, narrative experiences, and more mainstream releases. The company recently launched party games across TV and mobile, including Netflix Puzzled, PAW Patrol Academy, WWE 2K25, Red Dead Redemption, and Best Guess, a live-hosted party game featuring Hunter March and Howie Mandel with a $1 million jackpot. Netflix also announced plans to release a new FIFA game for TVs ahead of the 2026 World Cup.
