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Netflix Abandons Qwikster Rental Separation Plans

Netflix Abandons Qwikster Rental Separation Plans

October 10, 2011 | By Mike Rose




Netflix has abandoned plans it made last month to split up its DVD-by-mail service and streaming services, noting that the company has been "moving too fast" into the decision.

The company revealed last month that it would be renaming its DVD-by-mail service to Qwikster, while also adding the option to rent video games via the service.

The plan was that, once Qwikster launched, users of the service would be able to upgrade their package to include video games, and order Wii, PS3 and Xbox 360 games for rent.

However, Netflix today announced that it will no longer be renaming the DVD-by-mail service, and that the Netflix website will continue to provide both streaming and DVD rental services.

Netflix co-founder and CEO Reed Hastings noted, "Consumers value the simplicity Netflix has always offered and we respect that."

"There is a difference between moving quickly -- which Netflix has done very well for years -- and moving too fast, which is what we did in this case."

The company was not clear regarding whether or not the plans to provide video game rentals will still go ahead. Gamasutra has contacted Netflix to confirm.


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