We Survived Netflix's Squid Game Experience. Here's How.

Three years after its premiere, Squid Game continues to pay dividends for Netflix, which has churned out a popular reality show based on the franchise, has Season 2 of the series releasing on December 26, and has created Squid Game fan experiences around the globe, including in Los Angeles and Madrid, Spain. The latest iteration of the streaming service's interactive activations, the highly-anticipated Squid Game: The Experience, which was co-created by Superfly, recently opened in New York City in October, and now ADWEEK is giving fans an insider look to see how Netflix is putting attendees in the harrowing world of Squid Game. For those who need a refresher on Squid Game, the Korean drama, which is Netflix's most-viewed series ever, follows hundreds of desperate contestants who accept an invitation to compete in a series of deadly children's games for a cash prize. Though Netflix's version of the games isn't life or death, Josh Simon, vice president of consumer products at Netflix, explained the company still kept up the tension while making the experience fun. "When you watch the series, there's almost a simplicity to the games, and when you layer the amount of tension, you start to wonder what it would be like if you were ever in that situation," Simon said. "We decided to create a more fun environment to allow people to answer that question." Netflix's version of Squid Game consists of five challenges inspired by the show, with tickets for the experience starting at $29 and a VIP experience, which includes access to a special lounge, a free drink, and more, starting at $45. After testing out Hulu’s Only Murders in the Building escape game earlier this year, I got together with a couple of my Adweek colleagues—Colin Daniels and Bianca Brutus—to try our luck at making it through the experience, which includes taking on the terrifying Young-hee doll from Red Light, Green Light. Thankfully, the activation also included a "Squidmart" market and Johnnie Walker-sponsored bar, where attendees can relax and buy snacks and gear before taking on the games. The Squidmart at the front of Netflix's Squid Game: The Experience. Simon said Netflix works closely with show and movie creators to make its experiences as accurate as possible, and the streamer started with 100 different game ideas when it began building and testing the Squid Game experience in Los Angeles. Eventually, that was narrowed down to five games for New York, three of which were inspired by the show, one from the reality show, and a new final game that the company is keeping under wraps to surprise guests. "That's why it takes a lot of time because we really obsess over the details of the set design, the stories, the characters," Simon said. "People get so passionate about their favorite movies and TV shows that we don't want to let them down when they walk in the door and come to one of our experiences." A player participants in the glass bridge game in Netflix's Squid Game: The Experience in New York. Upon entering the first room for the games, each participant is given a wristband and number, and their photo is taken, which is projected onto a bigger screen in another room where guards explain the rules. (Some diehard fans dressed up in costumes and jumpsuits from the show itself to get into the spirit of the actual games.) The first game is based on the glass bridge in Squid Game, except it tests players' memories. After looking at a sequence of colors, players have to step onto glass squares to light up the same pattern. Though Colin and I were eliminated early on in our respective rounds, Bianca made it all the way to the end of her game. The mashup of the sugar honeycombs and marbles game at Netflix's Squid Game: The Experience. The second challenge was a hybrid game, which combined the honeycomb game and marbles game from the show into one. In this round, players had to roll marbles on a table into a shape (a triangle, circle, or umbrella). The objective was to collect all the marbles by rolling them into the corresponding shapes. Though he didn't make it through the glass bridge, Colin rebounded in the game, ultimately snagging the win out of everyone participating. (You do not want to face this man in marbles!) The warships challenge in Squid Game: The Experience in New York Like in the reality show, the next challenge was a game similar to Battleship, with participants splitting into two teams, getting into "boats," and looking to sink the other teams' boats first. (Unfortunately, I was split from Colin and Bianca at this point, and my team went down with the ship.) Then, the fourth round was the popular (and dreaded) Red Light, Green Light game from the show, monitored by the aforementioned Young-hee doll. Those who failed to freeze completely during a "red light" were eliminated, and the doll was taking no prisoners. Though Bianca and I didn't make it to the end, Colin continued his reign of dominance, becoming the top contender heading into the final game. The Red Light, Green Light game in Netflix's Squid Game: The Experience. The final round was a mysterious game that challenged Colin's title. Netflix asked for media to keep details of the fifth game private so as not to ruin the surprise, but Colin was ultimately crowned the winner. While he didn't win $4.56 million like in the Squid Game reality show, he did walk away with a mask, a hat, and the title of being the only employee from ADWEEK to ever win Netflix's Squid Game experience. Overall, the experience was a fun one that really feels like you're being immersed into the world of Squid Game, especially for fans of the show who want to get a sense of what it would be like to play games inspired by the series. "For us, there's a level of cultural relevance and conversation that results in the world when a great movie or TV show is on Netflix, and it just provides another extension of that storytelling in a way for people to celebrate and get closer to those stories they love," Simon said.

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