As Netflix advances its proposed blockbuster acquisition of key assets from Warner Bros. Discovery — including the company's film and television studios, streaming service HBO Max, and extensive games portfolio, but not the full entity — the streaming leader has announced another targeted expansion in interactive entertainment by acquiring Estonia-based Ready Player Me, a specialist in cross-game avatar technology.
The acquisition of Ready Player Me, reported to TechCrunch, positions Netflix to introduce persistent, personalized avatars that subscribers can use across its growing library of games. This capability aims to enhance player engagement by allowing individuals to express their identities, personalities, and fandoms consistently from one title to another. The move reflects Netflix's refined gaming strategy, which increasingly prioritizes accessible, multiplayer-friendly experiences optimized for television screens and mobile devices, often controlled via smartphones.
Ready Player Me has built its reputation by providing developers with robust products and services that enable avatar interoperability across disparate gaming environments. Recognizing that individual games often differ significantly in underlying engines, supported hardware platforms, and visual aesthetics, the company delivers specialized tools to bridge these gaps, ensuring avatars adapt seamlessly without extensive manual adjustments. Its technology has attracted a roster of high-profile clients, including Ubisoft, Lenovo, and Nvidia, demonstrating its effectiveness in professional development pipelines.
In a statement reflecting on the deal, Timmu Tõke, CEO of Ready Player Me, highlighted the alignment with Netflix's ambitions: "Our vision has always been to enable avatars and identities to travel across many games and virtual worlds. We've been on an independent path to make that vision a reality for a long time. I'm now very excited for the Ready Player Me team to join Netflix to scale our tech and expertise to a global audience and contribute to the exciting vision Netflix has for gaming."
Approximately 20 employees from Ready Player Me, including co-founder and CTO Rainer Selvet, will integrate into Netflix's operations. The company's external-facing services, such as the popular avatar creator PlayerZero, will be discontinued on January 31, 2026. Financial details of the transaction have not been made public, and Netflix has yet to specify a launch timeline for the avatar features or identify the initial games that will support them.
This acquisition represents a strategic enhancement to Netflix's gaming ecosystem, which has evolved considerably in recent years. The company has shifted away from ambitious internal AAA developments toward more sustainable approaches, including licensing established titles, fostering tie-ins with its popular intellectual properties, and emphasizing social and party-style gameplay. Recent initiatives include expanding games to television platforms with phone-based controls, introducing multiplayer party experiences, and securing partnerships for high-profile adaptations. Additionally, Netflix has ramped up investments in cloud gaming capabilities and explored co-op features to foster community interaction.
As the year comes to an end, Netflix's gaming efforts are gaining momentum through targeted acquisitions like this one and broader content integrations. The impending addition of Warner Bros. Discovery's games division — encompassing renowned studios such as NetherRealm Studios (Mortal Kombat), Rocksteady Studios (Batman: Arkham series), TT Games (LEGO titles), and Avalanche Software (Hogwarts Legacy) — could dramatically expand Netflix's portfolio with established franchises and development talent.
However, this larger deal faces competition, as rival Paramount has directly approached shareholders with a more lucrative proposal, offering higher compensation and intent to acquire the entirety of Warner Bros. Discovery. Regulatory scrutiny and shareholder decisions will determine the outcome, but Netflix's proactive steps in areas like avatar technology underscore its commitment to building a comprehensive, user-centric gaming destination within its streaming service.
