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Connected live experience / Netflix / DUDE

Squid Game Season 2

From city-wide challenges to the Squid Game Dormitory.

For Netflix and DUDE at Lucca Comics & Games 2024, Amigdala built the web app connecting challenges across the city with the chance to win a place at Squid Game Night. Registration and challenge-code verification supported the journey towards an overnight stay in the recreated Dormitory, alongside a personalised Player Wall.

A phone showing the Squid Game registration experience in front of the event setting.

01 / THE CHALLENGE

How do you connect a city-wide game with an exclusive overnight experience?

02 / THE EXPERIENCE

Fans registered through the web app and used QR wristbands to take part in challenges spread across Lucca. After completing each game, they entered its unique code into the platform. Participation in those trials fed into the selection for Squid Game Night: an overnight experience inside a Dormitory recreated in the style of the series. The app connected activities at different locations with this final opportunity. Alongside the challenges, participants could upload a themed selfie, receive a player number and see their portrait on the live Player Wall.

03 / DESIGN & TECHNOLOGY

We built the participant-facing web app and the management tools behind it. Registration and challenge-code verification connected the activities around the city with the Dormitory competition; selfie moderation supported the Player Wall. Limited connectivity at a busy event shaped the design, keeping the app lightweight. The digital platform provided a shared layer between the distributed challenges, participant identities and the overnight experience.

Project presentation of the Squid Game Player Wall, arranging portraits in diamond frames with player numbers.
Player Wall interface. Original project presentation showing how participant portraits and player numbers are composed for the live screen.
Project presentation combining the mobile selfie upload screens with a participant portrait and a Player Wall example.
From selfie to player identity. Original project presentation combining mobile interface screens and example output.

04 / IMPACT

One connected route from city challenges to the Dormitory.

The web app brought registration and verification of challenge codes into one platform, linking trials at different locations with the competition for a place at Squid Game Night. The event team could manage this journey alongside selfie moderation and the Player Wall. Participants' activity across the city became part of their route towards the overnight experience.

05 / YOUR NEXT EXPERIMENT

Connect experiences across multiple locations through a shared participant journey.

Discuss an experiment

CREDITS & FURTHER READING

Digital platform and Player Wall: Amigdala, for Netflix in collaboration with creative agency DUDE. Lucca Comics & Games, 2024. Gallery images: original interface presentations.

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