In the second season, players are forced to make the decision to continue or leave the competition collectively after each game. As the game progresses, the choice becomes harder and more convoluted. This element of the show is integrated into the marketing campaigns, he said.

“Many campaigns build on the concept of choice and prompt fans to make some tough choices of their own,’” Herran said. “It’s no secret that Squid Game is an intense show, but its position in culture is quite the opposite. From the memes, costumes, and themed parties, fans have taken the world of Squid Game and created a conversation that is more lighthearted and fun and we wanted our partnerships to reflect that.”