Squid Game' Season 2 Smashes Top 10 Records as Millions Worldwide Take Part in Fan Activations and Experiences

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Squid Game' Season 2 Smashes Top 10 Records as Millions Worldwide Take Part in Fan Activations and Experiences

Fans run the 6K race in S o Paulo, Brazil on December 14. (Credit: Vinicius Silva/Netflix)

Entertainment

31 December 2024

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[Additional Photos: HERE]Squid Game Season 2 enthralled fans all over the world as it skyrocketed to the top of the Netflix Global Top 10, amassing an astounding 68 million views in its debut, ranking #1 in 92 countries, breaking the record for most views for a show in its premiere week and breaking into the Most Popular List in record time. The impressive viewership numbers come after a months-long promotional campaign, with fan activations in more than 25 countries across 6 continents. Marquee events in 10 countries drew 6 million online and 52,000 in-person fans with nearly 37,000 participants and 1,700 pink guards in one-of-a-kind races, mazes and other games inspired by the series in anticipation of its December 26th return. These fan activations and experiences helped drive 3 billion impressions across Netflix global social channels in the months leading up to the Season 2 premiere and even surpassed Season 1's lifetime impressions.

The #1 show is also the #1 game. The fandom extended to Squid Game: Unleashed, Netflixs multiplayer video game, which accompanied Season 2 at the top of the charts, becoming the #1 Action Game on the App Store in 57 countries and the #1 Free Game in 24 countries. Marking a significant first, players of Unleashed can earn in-game rewards for watching Season 2 of Squid Game. Fans were sporting the top prize within hours of the new episodes release.

Lucca, Italy

Squid Game's' Hwang Dong-hyuk, Lee Jung-jae and Wi Ha-jun at the Piazza San Michele with fans on October 31. (Credit: Virginia Bettoja/Netflix)

On October 30, we kicked things off at Lucca Comics & Games 2024 in Italy. Outside the convention in Anfiteatro Square, we built a Squid Game-themed pavilion and exclusive store (with products created exclusively for the event), allowing the 20,000+ players in attendance to immerse themselves in the series. Throughout the five-day convention, we scattered other surprises all around the city of Lucca, like the iconic Young-hee doll that towered over Piazza San Michele, challenging fans in the classic game of Red Light, Green Light. Our activities at Lucca Comics & Games 2024 culminated on October 31st with creator, writer and director Hwang Dong-hyuk and stars Lee Jung-jae and Wi Ha-jun greeting a crowd of fans in Piazza San Michele followed by a sold-out in-person Q&A that wrapped with the unveiling of the official Season 2 teaser trailer.

Paris, France

A giant Young-hee presides over the Red Light, Green Light game at the Champs- lys es. (Credit: Cyril Masson / NETFLIX)

On December 1, the action moved to France for a legendary game of Red Light, Green Light on the Champs- lys es in Paris. Selected from more than 50,000 applicants, 909 participants (ages 18 and over) took part in the game, which drew 20,000 on-site spectators and 4.3 million viewers watching live and replay on YouTube. Players were split into three teams, each led by one of three A-list local influencers: Inoxtag, Just Riadh and Maghla, and competed to cross the finish line before the end of the countdown to win tickets to a special Season 2 preview screening at the Grand Rex on December 10. The lucky winners were joined by more than 2,500 fans at the screening, which also included an immersive pre-show, themed photo opps and a player mosaic picture experience to show the number of participants and when they were eliminated from the game.

Amsterdam, The Netherlands

The dormitory room inside the Squid Game Maze in the Netherlands. (Credit: Rachel Ecclestone/ NETFLIX)

On the weekend of December 6-8, over 4,000 fans experienced the Squid Game Maze in The Netherlands. The interactive maze was made with tasks designed to test your capabilities to become a pink guard. Each of the 20 corridors and rooms - including a dormitory, playground and cave all inspired by the series - was different and unexpected. Recruits were challenged to reach the end of the maze as quickly as possible while also getting a taste of what it is like to be in the world of Squid Game.

Seoul, South Korea

Fans snap photos at the Squid Game' activation in Seoul. (Credit: Netflix)

On December 9, the celebration traveled to Seoul's Dongdaemun Design Plaza for the world premiere, which drew 303,000 viewers watching live and on replay on YouTube. For the occasion, we transformed this urban landmark into a fully immersive Squid Game environment using projection beams and a pink carpet with pink guards. Inside, the fan activation zone simulated the Squid Game journey from the pink-inspired corridor to the dormitory area and featured a series of interactive games where the 1,000 guests in attendance could earn a variety of Squid Game prizes.

Los Angeles, United States

The cast of Squid Game' poses with participants at the 4.56K in Los Angeles shortly before the December 12 premiere. (Courtesy of Netflix)

The pink guards jetted halfway around the world on December 12 where, just hours before the US premiere in Los Angeles, we hosted a 4.56K race - a nod to player 456. Starting at the rainbow track at Los Angeles City College in East Hollywood, the race took 1,700 fans (in green tracksuits, of course) along iconic LA roads like Vermont Ave., Santa Monica Blvd. and Sunset Blvd. Waiting for them at the finish line was the ultimate prize: tickets to the Season 2 premiere.

Sydney, Australia

Young-hee watches over Red Light, Green Light players at the Bondi Icebergs pool in Australia on December 19. (Credit: Marty

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