Netflix Approves New 'Squid Game'-Themed Experience

Netflix has approved an immersive interactive experience based on its blockbuster Squid Game.

The experience is being launched by the interactive gaming and technology company Immersive Gamebox and will be based in a new venue in New York City’s Lower East Side neighbourhood.

Players will be able to navigate challenges based on the Netflix franchise, including Red Light Green Light and Marbles.

The experience will take place in the company’s “Gameboxes,” and will utilise touch screens and motion sensing technology.

The Squid Game experience also continues a strategy by Netflix to bring some of its biggest original IP to other platforms and experiences.

Among the projects is a Stranger Things-themed immersive experience in New York, London, and San Francisco, and A Bridgerton Experience: The Queen’s Ball, in Los Angeles, Atlanta, and Chicago.

Not only do the live experiences deliver revenue for Netflix, but it also serves to further expand the brand into the real world in a meaningful way, similar to how Disney uses its theme parks to build experiences around its properties.