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How ‘Squid Game’ Became a Business Empire for Netflix, and Why Its Creator Says ‘I’m So Sick’ of ‘Squid Game’
Netflix invests in "Squid Game" installations, a mobile game and more to rekindle fan interest ahead of Season 2 as creator reckons with end of series.
“Squid Game: The Experience,” an immersive entertainment installation that opened in October in a shuttered shopping mall near Madison Square Garden, brings its participants slowly into the dark, dystopian world of the South Korean drama series that exploded into a massive hit for Netflix in 2021. Players begin the journey in a room styled as a night market stocked with icons from the series and South Korean pop culture, including a ramen vending machine and a bar setup featuring the “ Squid Game ”-branded Johnnie Walker whisky tie-in. So Netflix has hit the gas on unusual and eye-catching promotions that befit the show, which revolves around the desperation of debt-ridden people who take part in a deadly elimination-style competition in hopes of winning the big cash prize.
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