With the launch of Squid Game: The Trials and the reality competition series, Squid Game: The Challenge, Netflix is building on the incredible franchise providing fans with multiple touchpoints to connect with a title they love. Squid Game: The Challenge, held onto the lead spot with 11.4M views. Fans couldn’t get enough of the Squid Game universe and sent Season 1 of their most popular TV series of all-time to #7 on the Non-English TV list with 1.5M views. Squid Game: The Trials takes the best from each Squid Game universe and features beloved games from the series while also incorporating some new twists and turns and inspiration from Squid Game: The Challenge. During the game, participants follow a guided gameplay, attempting the Front Man's challenges while keeping track of their score against their rivals.

Squid Game: The Trials is a thrilling immersive experience that features six exclusive games, including fan-favorites from the series to twists and turns unique to The Trials. The experience utilizes advanced technology to automate game play and create a never-been-done experience, from custom real-time scoring to an innovative leaderboard. Through intelligent sensing, immersive effects, and physical technologies, players can truly inhabit the universe of Squid Game.

After completing the games and accumulating points, the winner is declared. Winners have the exclusive opportunity to apply for the casting for Squid Game: The Challenge season 2, and receive priority review.

Upon completing The Trials, players enter the Night Market where they can play games, take photos, and indulge in authentic Korean Dishes, with collaborations by Chef Katianna Hong, of the award-winning Korean-Americana restaurant, YANGBAN. Then, players can explore Squid Mart, a dynamic and colorful retail environment featuring exclusive Squid Game merch items.

Netflix wants to make sure their experiences are accessible to fans all over and in doing so continue to bring them to cities where they know they have a lot of fan love.

Squid Game: The Trials is an immersive experience that enables players to enter the Squid Game universe. While Squid Game: The Trials is not as intense as the show, the experience still has physical elements and is built for guests 13 and older. The experience is an independent story and game that does not depend on knowledge of the show. However, knowledge of the show makes it all the more exciting with iconic games such as Red Light, Green Light, and famed characters like the Front Man and Young-hee doll.

The Live Experience’s team developed a fully immersive experience that puts paying guests into the iconic Squid Game Netflix series as players. In conjunction with the manual production of the experience itself, the team extended the larger franchise ecosystem and visual framework through the development of brand guidelines for the experience.

Pulling inspiration from the show, the production team developed six live-action games, an exclusive VIP lounge, a robust Korean-inspired night market, two bars, and merch area. An extensive slate of in-world collateral was also developed, including face scanners, RTLS (real-time locating system) wristbands, VIP masks and more.

To drive awareness and promote the experience, the team developed an omnichannel marketing campaign across both digital and traditional media platforms, showcasing bespoke video, photo, and graphic content in a variety of formats.

Squid Game: The Trials has welcomed players of all ages, backgrounds, and interests – from avid fans of the series and thrill-seekers, to cast members from Squid Game: The Challenge and Season 45 of Survivor and celebrities like Bobby Berk and Will Smith. Over the course of its three-month run, Squid Game: The Trials has accumulated 296K unique site visits, 167K subscriber recipients, 10.2M 90 day social impressions, and has received coverage in over 12K articles with rave reviews in outlets including The New York Times, Business Insider, Los Angeles Times, Elite Daily, and more.