Netflix builds a Squid Game universe as it awaits a second season

On Wednesday, Netflix unveiled its latest live experience, based on its hit show Squid Game. The attraction mimics the popular iconography of the series and features various games from the show. Fans can participate in the experience for a fee and even purchase a tracksuit to wear during the event. Netflix has plans to expand the live experience into other cities.

In addition to the live attraction, Netflix is also planning other adaptations of Squid Game to keep viewers engaged during the gap between seasons. One adaptation is an unscripted English-language competition show called Squid Game: The Challenge, while another is a video game where players can compete with characters from the series. There is already a virtual reality game available and Brazilian Burger King locations have been offering Squid Game-themed food combos.

Netflix’s expansion of the Squid Game brand is part of its strategy to capitalize on the show’s popularity. The show has become the platform’s most-watched series and has inspired a demand for merchandise. However, some question whether the brand expansion is diluting the show’s original message and critique of capitalist culture.

Despite the criticism, Netflix’s chief content officer believes that expanding the franchise can still be successful if it stays true to the DNA of the show. The reality show based on Squid Game, Squid Game: The Challenge, debuted at the top of Netflix’s English-language TV list, although reviews have been mixed.

The producers of the reality show are aware of the irony of creating a pro-capitalist version of a show with an anti-capitalist message. They aim to create compelling television while still hewing as close to the original as possible. However, the reality show has faced complaints from contestants about “inhumane” conditions during filming.

Netflix’s chief marketing officer acknowledges the risks of creating multiple versions of Squid Game, but believes that the brand offshoots are bringing renewed attention to the show. The challenge for the marketing team is to make sure fans understand the distinction between the different adaptations and the upcoming second season.

Overall, while the expansion of the Squid Game brand is generating attention and engaging fans, there are questions about whether it cheapens the integrity of the original show’s social satire. Netflix aims to strike a balance between creating distinct experiences while still capitalizing on the fandom that the show has generated.