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Did Netflix partner with Slither.io or Snake.io for mobile gaming?
A significant dispute has emerged involving the legacy browser game Slither.io, Google’s Gemini AI, and Netflix. The conflict began when Google’s AI Overviews generated incorrect information regarding Slither.io’s availability. The AI falsely stated that the game requires a Netflix membership for access. In reality, the AI conflated Slither.io (launched in 2016) with a competitor, Snake.io, which recently entered a partnership with the streaming platform.
This error stems from data conflation, a common issue in Large Language Models (LLMs). The AI retrieved attributes belonging to Snake.io—specifically the Netflix subscription requirement—and attributed them to Slither.io. For a freemium game developer, this misinformation is damaging; it creates friction for potential players who may believe a paywall exists where there is none.
Brand Defense and the “Copycat” Controversy
The situation escalated when Slither.io publicly addressed Netflix directly. The developers view Snake.io as a derivative product that mimics their original intellectual property. To voice their objection to Netflix validating a “copycat” product, Slither.io released a satirical graphic. They utilized the specific typeface associated with Netflix (Benguiat Pro ITC Bold Condensed) to create a mock logo, demonstrating that they manually constructed the asset to prove their point rather than using a generator.
This aggressive public relations strategy serves a dual purpose:
- Correction of Record: It forces a distinction between the original IP and the competitor.
- Narrative Control: By engaging in high-visibility conflict, they alert their user base to the AI’s error.
Implications for Digital Brand Management
This incident illustrates the tangible risks AI search integration poses to brand identity (E-E-A-T). When a search engine, viewed as an authoritative source, presents a “hallucination” as fact, the damage to the brand is immediate. Players confused by the AI’s output may abandon the game, assuming they lack the necessary subscription.
While some observers criticized Slither.io’s tone—specifically the censoring of the brand name “Netflix”—the underlying issue remains valid. Independent developers must now vigilantly monitor AI search summaries to ensure their products are not misrepresented or confused with competitors. This case serves as a precedent for how legacy brands might aggressively defend their market position against both algorithmic errors and competitive encroachments.