Domino’s and Netflix Unite for ‘Squid Game: The Experience’ Where Players Can Win Emergency Pizza

Domino’s Pizza has joined forces with Netflix to usher in the second season of “Squid Game” with a fan engagement unlike any other.

“Squid Game: The Experience” is currently open at the Manhattan Mall in New York City, and on Dec. 12, Domino’s will be there to give players with the lowest score in each competing group a prize sponsored by Domino’s and Netflix. That prize is free Emergency Pizza for one year.

“Those who watch Netflix’s ‘Squid Game’ know that losing is the ultimate emergency, but Domino’s is here to turn that around,” said Kate Trumbull, Domino’s executive vice president and chief marketing officer, in a press release. “We’re making lemonade out of lemons for players by solving their heart-pounding predicament with free pizza for a year, so they can have Domino’s whenever their next emergency happens.”

This is the second time Domino’s has partnered with Netflix. The last time was during the season 4 premiere of the streaming giant’s “Stranger Things.”

“We’re thrilled to work with Netflix on yet another fun and unexpected brand integration,” said Trumbull. “Our ‘Squid Game’ activation brings Emergency Pizza to more people, in more places than ever in ways you never would’ve guessed!”

‘Squid Game: The Experience’ Is Based on the Popular Netflix Series

“Squid Game: The Experience” is a fully immersive encounter based on the Netflix series. Players compete in five challenges inspired by the show. They can also “unwind and indulge” at a Korean-inspired Night Market.

At the end of each challenge on Dec. 12, a member of the Pink Guard will present the losing player out of each group with a free Emergency Pizza for a year. The prize is awarded in the form of $500 in gift cards encased in a custom Domino’s and Squid Game Dalgona tin.

As part of Domino’s partnership with Netflix, the company has launched custom “Squid Game” TV spots. These feature Emergency Pizza deliveries that rescue players from some of the most intense moments from season one of the Netflix hit. These include “Red Light, Green Light” and the “Dalgona Challenge.”

“Squid Game” revolves around a secret contest where 456 players, all of whom are in deep financial hardship, risk their lives to play a series of deadly children’s games for the chance to win a multi-billion dollar prize. It was released in September 2021 and quickly became Netflix’s most-watched series and the most-watched program in 94 countries.

“Squid Game” will debut season two beginning Dec. 26, 2024.