Squid Game: The Final Games
View the case- Brand
- Netflix
- Year
- 2025
- Objective
- Product Launch
- Industry
- Entertainment
- Mechanic
- Mini-Games
- Platform
- In-Game
- Agency
- The Gang
Objective
Netflix used Roblox to carry Squid Game's momentum into the season 3 premiere on June 27, 2025, launching an official experience three and a half weeks ahead of the finale. The platform already had a built-in audience: fans had racked up tens of millions of visits on their own unlicensed Squid Game clones, and an official release let Netflix pull that traffic onto a channel it actually owned. Branded avatar gear and cross-promotion through other Roblox experiences extended the show's reach well beyond the game itself.
Solution
Squid Game: The Final Games opens in a dormitory-style lobby, where players spend in-game Won on abilities and cosmetics before stepping into a marked zone to queue up. Once enough players are waiting, the match starts and everyone is teleported into one of four rounds pulled from the show — Red Light Green Light, Mingle, Rock Paper Scissors, or Hide and Seek — each an elimination test where one wrong move knocks you out. Survivors regroup in the lobby between rounds and vote as a group: cash out a small payout on the spot, or keep going for the full prize, which only pays out to players who clear all four rounds. Beyond the core match, players can pick up limited-time quests in partner Roblox experiences and collect more than 20 official Netflix items and emotes for their avatar.
Results
32.2M+ visits and 90,898 favorites as of September 2026, with an all-time peak of 18,890 concurrent players and an 88.6% approval rating (55,137 upvotes vs. 7,101 downvotes).
- 1
The player opens the experience page in Roblox — listed under Netflix's verified developer account — and presses Play, joining a session capped at 50 players. Play starts in a dormitory-style lobby modeled on the show, where the player moves with WASD, controls the camera with the right mouse button and scroll wheel, and holds E to interact with objects.
- 2
The lobby doubles as a hub economy: a shop sells abilities for Won and cosmetics or UGC items for Robux, a podium near the start zone hands out free Won tied to the experience's like-count milestones, and a Promo Codes menu lets the player redeem codes for more Won.
- 3
A purchased ability is bound to the Q key and can be triggered mid-round to improve the player's odds of survival.
- 4
To queue for a match, the player stands in a marked zone in the lobby under a countdown timer that only starts the round once at least 16 players have gathered; entering the teleport box then sends the player to a 50-person arena, where the game announces which four mini-games from its rotating set will be played.
- 5
In Red Light, Green Light, the player races toward a finish line while a doll calls out the lights, freezing completely on red or being eliminated for any movement. In Mingle, the player waits on a starting platform until a timer begins, then rushes into a room and must be inside it with the exact headcount just called before time runs out.
- 6
In Hide and Seek, a player cast as hunter must find and eliminate at least one player wearing a blue vest within the time limit or be eliminated themselves. In Rock Paper Scissors, remaining players duel head-to-head, throwing rock, paper, or scissors each hand until a loser is eliminated.
- 7
After each mini-game, surviving players vote to either cash out a small payout and end the match or continue; a majority vote to leave ends the session, otherwise the next round begins from the remaining mini-games.
- 8
The player who survives all four rounds alone claims the full prize pool; any Won earned carries back to the lobby to spend on abilities and cosmetics.
- 9
Alongside the arena game, the player can pick up limited-time quests in several partner Roblox experiences and unlock over 20 official Netflix outfit pieces and emotes, which attach to the avatar and carry over into other experiences.
