Squid Game: The Final Games

Objective

Netflix launched this Roblox experience to promote Squid Game's third season (premiering June 27, 2025) and extend the franchise universe into an interactive format for the platform's player community. The campaign aimed to build pre-launch hype and engage existing fans through a branded game experience featuring the show's signature challenges.

Solution

The Gang developed 'Squid Game: The Final Games' on Roblox, a free interactive experience featuring four mini-games from the series—Red Light Green Light, Mingle Game, Rock Paper Scissors, and Hide and Seek—each reimagined with new mechanics. Players competed in limited-time quests across multiple partner experiences to be the last survivor. The experience offered over 20 official Netflix cosmetic items (skins and emotes) for avatar customization, available both in-game and on the Roblox Marketplace. Launched June 2, 2025, with Hide & Seek added June 27 to coincide with the Season 3 premiere.