Netflix’s Squid Game is more than just a TV phenomenon—it’s a sprawling business empire.
With Season 2 set to release on December 26, Netflix has doubled down on its marketing efforts, from immersive experiences to global merchandise.
The Evolution of Squid Game
The South Korean dystopian drama, which debuted in 2021, quickly became Netflix’s biggest hit, drawing 330 million viewers and over 2.8 billion hours watched.
The series, created by Hwang Dong-hyuk, tells the story of debt-ridden individuals competing in deadly games for a massive cash prize.
After its explosive success, Netflix leaned into its fandom with a 2023 reality competition (Squid Game: The Challenge), and a series of branded products and partnerships ranging from Xbox to Puma.
Immersive Experiences
Netflix launched Squid Game: The Experience in New York, Madrid, and Sydney, allowing fans to play iconic games like Red Light, Green Light, and Glass Bridge.
Tickets range from $29 to $45, and the experience immerses participants in the show’s dark universe.
Expanding the Franchise
Netflix also introduced a mobile game, Squid Game: Unleashed, and a VR adventure, Squid Game: Virtuals.
Meanwhile, creator Hwang Dong-hyuk has been developing Seasons 2 and 3 back-to-back, ensuring fans won’t have to wait long for the finale.
The Pressure of Success
Hwang admits the intense production process left him exhausted, joking, “I’m so sick of Squid Game.” Yet, the franchise’s success motivates him to continue exploring its universe, with Netflix planning even more spin-offs and creative projects.
As the hype builds for Season 2, Squid Game remains a testament to Netflix’s ability to turn a cultural phenomenon into a global business powerhouse.
