GLOBAL – Streaming behemoth Netflix has officially entered the physical entertainment sector, launching its first permanent experiential venues, dubbed ‘Netflix House’. This strategic pivot aims to transform how fans interact with its popular shows and movies, creating immersive, real-world attractions that rival established players like Disney and Universal Studios.

The first Netflix House is scheduled to open its doors on Wednesday, 12 November 2025, EAT (Tuesday, 11 November 2025, local time) at the King of Prussia Mall in Pennsylvania, one of the largest shopping centres in the United States. A second location is set to follow shortly after, opening at the Galleria Dallas in Texas on Thursday, 11 December 2025, EAT (Wednesday, 10 December 2025, local time). A third venue is planned for the Las Vegas Strip, expected to open in 2027.

These large-scale venues, each spanning over 100,000 square feet (approximately 10,000 square meters), are designed as comprehensive entertainment destinations. They will be housed in former department store locations, transforming traditional retail spaces into hubs for fan engagement.

A New Business Model: Free Entry, Paid Experiences

In a notable departure from traditional theme park models, general admission to Netflix House will be free. According to Netflix's Chief Marketing Officer, Marian Lee, this approach is intentional. "We wanted that accessibility. We want to be an everyday destination," Lee stated in an interview with Agence France-Presse (AFP) on 10 November 2025. The business strategy relies on revenue from ticketed attractions, themed dining, and exclusive merchandise.

While entry is free, visitors will pay for specific experiences. Prices for ticketed games and immersive attractions will vary, with some starting at around $15 and more elaborate experiences costing $39 or more. This model allows fans to engage with the brand at different levels, from casual visits to fully immersive, paid activities.

Inside Netflix House: From 'Squid Game' to 'Bridgerton'

The attractions are meticulously designed to bring Netflix's most popular intellectual properties to life. The venues will feature a rotating roster of experiences based on hit series and films.

The King of Prussia location will initially feature experiences such as "Wednesday: Eve of the Outcasts," a carnival-themed attraction, and "One Piece: Quest for the Devil Fruit," a treasure hunt game. It will also include virtual reality (VR) games powered by Sandbox VR, a high-tech mini-golf course with themes from shows like 'Bridgerton' and 'Is It Cake?', and the "Tudum Theater" for screenings and special events.

The Dallas venue will offer darker-themed attractions, including "Stranger Things: Escape the Dark" and "Squid Game: Survive the Trials," where participants can compete in challenges inspired by the series. Both locations will feature a "Netflix Bites" restaurant serving show-themed food and cocktails and a retail shop with exclusive merchandise.

Global Strategy and Local Relevance for Kenya

This move into physical entertainment is a significant capital investment for Netflix, aimed at diversifying revenue streams and deepening fan loyalty in an increasingly competitive streaming market. The strategy builds on the success of over 40 temporary pop-up experiences the company has hosted globally, which reached more than 10 million fans. By creating permanent venues, Netflix can offer more flexible and elaborate experiences while reducing the logistical costs associated with temporary events.

For audiences in Kenya and East Africa, the launch of Netflix House is a significant global development to watch. It reflects a broader trend in the entertainment industry of leveraging intellectual property beyond the screen into tangible, monetizable experiences. However, direct local impact remains distant. Chief Marketing Officer Marian Lee confirmed on 10 November 2025, that there are currently no plans to build a "Netflix House" internationally. "We'd have to think about it in a different way," Lee told AFP, indicating that any future global expansion would require a distinct strategy.

Therefore, while Kenyan subscribers contribute to the global success of the shows featured, access to these immersive experiences will remain limited to the U.S. for the foreseeable future. The success of these initial locations will be a key indicator of whether Netflix decides to export the concept, potentially bringing these fan-centric worlds closer to its global audience, including those in Africa. FURTHER INVESTIGATION REQUIRED on any future international expansion plans.