There's a lot of reward for experimenting with what you think your customers want if you're correct. Mobile games probably aren't the right avenue for them to go down, but things like Cyberpunk, The Witcher, and Arcane have proven extremely lucrative for not just Netflix but in generating interest in the properties they're attached to, so it would stand to reason that having a gaming arm would mean they could attain that success and not have to share it with a business partner. Again, I don't think mobile games will accomplish this, but I get the line of reasoning.
I'd imagine it would make sense for them to make a publisher or large development studio to make the types of games that their shows have benefited from, like an inverse Warner Bros. WB has always been allergic to making any video game that isn't based off of DC or one of their big movies, but imagine if they did that in reverse and made a game with a movie in mind that could be made out of the same premise? That's the crossover that's worked so well for Netflix shows (and The Last of Us and Mario).
Steve Jobs is a great example. Before the 90s, most lay-people didn't know what computers could even do, let alone what design would lead to the most effective user experience. Jobs was able to have a vision for what the platform needed to be before any of his target demographic was capable of asking for it.
But Jobs is in the 1% here, the other 99% are people trying to make it seem like they do work. As long as they can put it on their yearly review and get a raise, they don't care if it gets removed and replaced with someone else' shitty idea in 6mo.