Netflix Games
Netflix is officially in the Games game. We saw the games market as an opportunity to use our IP to extend stories into games (Currently, we have games ranging from Nailed It! To Stranger Things.)
My team was asked to build out the branded experience inside and around Games. An interactive extension of the Netflix we all know and love.
Netflix Brand Elements
We reinterpreted existing Netflix brand elements- specifically the crossbar in the Netflix N. It represents the action and kinetic energy of our brand. That paired with the light of our streams became the foundation for our design elements.
We created a series of illustrations: spot illustrations, pictograms, and emojis to help us explain games and build out the world of connection and social interaction inherent in games. Some of them nod to different IP in the Netflix universe.
Netflix Games Illustrations
Netflix Games Elements in Practice
From promotional modules to error screens, there are lots of things to communicate within the games ecosystem. Below are a few examples of how the elements of light and illustration come to life.
Netflix Games in App Stores
Currently, Netflix Games are only on mobile. A player must download the game from the App Store to play. We needed to be clear that these are Netflix Games. Some users may find our game in the App Store and try to play without a membership. We want to make sure we're as clear as possible off-platform that these are exclusively Netflix Games.
Journey to Play
Once a Member finds a game in the Netflix App, they’re sent to an App Store (Android or iOS) to download the game.
Branding in the App Store
We created a scalable solution for branding icons, screenshots, and trailers within the App Store.
Game Icons
We had unique badging challenges with each platform. Android’s adaptive icons were especially challenging
App Store Screenshots
Using the crossbar of the N as inspiration, we created a border for our Screenshots. No matter where a user was in the App Store, they could tell if the game is a Netflix Game.
Games Loading Screen
When Netflix gets TV Cloud games, we will need a games loading screen while members wait for their game to load. Below is the concept art.