Netflix is using the popularity of its hit show Squid Game to promote its new video game based on the series. The game will reward users for watching the show and offer exclusive in-game content for binge-watchers.
The South Korean series immediately became a flagship show when it debuted three years ago. Since then there have been countless Halloween costumes worn, tickets to live events sold, and it has become a cultural phenomenon. The debut of its second season on December 26 — one day after Netflix hosts its first NFL games, where the show is expected to receive a healthy promotional push — only further underscores the company’s bet on the IP.
To Netflix, that the service is also endeavoring to use the show to help boost its still-nascent video game business, making a couple of unprecedented strategic moves in the process. The game’s debut is “a big moment, and it’s an ambitious title, and we’re pretty proud to be able to launch it during the premiere of season two of the biggest show we’ve ever done.” The game will reward users based on how many episodes they watch on Netflix, the more rewards they will get in the video game itself. And for those users that binge the whole season, not only will they receive in-game cash (which can be used to purchase items or player skins), but they will also receive a special “Binge Watcher” skin to show off to other players. “When you see it, you will know the way that that was was obtained,” Jackson says. “And that’s actually the number one way that self-expression happens in, is by choosing each character and customizing them. So this is a new way to do that, only for people that have watched the show, so it shows your fandom even more.” The game is the culmination of talks between Netflix’s entertainment team and the games team, trying to figure out how each side can help the other. “There’s a lot of conversations about, how do we reinforce each other? How do we take this cool idea that you’re doing in the show and put it in the game?” Jackson says. “Or, how do they take something that’s in the game and bring it back to one of the other expressions?” “When people are watching the show, they might think about the game and want to go play it and express it that way,” he adds
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