Netflix takes another step in its gaming expansion by acquiring Ready Player Me, a startup specializing in digital avatars that work across games and applications.
Ready Player Me is known for technology that lets users create persistent digital identities usable across multiple interactive experiences. An approach that shifts the avatar from a mere aesthetic element to a central part of the user experience.
Why the deal matters
With this acquisition, Netflix aims to strengthen its games ecosystem by integrating personalized avatars into titles on the platform. The goal is to increase engagement, continuity between experiences and users’ sense of belonging, bringing gaming closer to more social and personalized dynamics.
Financial terms were not disclosed, but the Ready Player Me team – about 20 people – will join Netflix. The startup’s standalone services will be gradually shut down by January 2026.
Techstar’s take
The acquisition confirms a clear trend: digital identity is becoming a strategic asset. Avatars, profiles and personalization are no longer accessories but key levers for building immersive, scalable, long-term platforms.
For those working in XR, gaming and interactive platforms, the message is clear: value is not only in the content, but in how the user exists and moves inside the experience.