S. Korean game companies jump on Squid Game season 3 buzz

Kakao’s “Chunsik Game The Final Game” Courtesy of Kakao — Kakao’s “Chunsik Game: The Final Game.” / Courtesy of Kakao

SEOUL, July 07 (AJP) - With "Squid Game" back for a third season, the global hit is once again making waves, and South Korea's gaming industry is moving fast to ride the momentum.

According to Netflix’s Top 10 chart as of July 6, "Squid Game: Season 3" ranked first among non-English TV series, pulling in more than 60.1 million views in its first week. That popularity has translated into new game content from major South Korean developers, giving fans a chance to step into the show's intense, high-stakes world.

Kakao, one of the country’s leading tech firms, released an interactive online game titled "Chunsik Game: The Final Game." Based on a hide-and-seek scene from the new season, it uses KakaoTalk’s Open Chat feature to guide players through a series of escape room-style puzzles. Since launching, it has gone viral on social media, with over 23,000 people joining as of July 1.

Kakao has also launched exclusive Squid Game merchandise under the collaboration. Items like a Chunsik x Squid Game choco pie set and a Season 3-themed keyring are available in the dedicated product category, marking a shift from promotional tie-ins to full-scale monetization.

Sudden Attack’s “Maze Stairs” battle map Courtesy of Nexon — Sudden Attack’s “Maze Stairs” battle map. / Courtesy of Nexon

Nexon, a major South Korean gaming company, added Squid Game-themed content to its popular online shooter "Sudden Attack." A new map replicates the show’s maze-like staircase set, and players are divided into "managers" and "contestants" in team deathmatch mode. Participants earn in-game rewards and can enter to win event prizes.

Fortnite introduces new Squid Game–themed content Yonhap — Fortnite introduces new Squid Game–themed content. / Yonhap

In "Fortnite," Epic Games added content inspired by Season 1 of Squid Game, including Red Light, Green Light, and marbles. The underground maze setting and game mechanics have been praised by fans for their attention to detail.

After Squid Game’s first season premiered in 2021, South Korea’s content exports rose sharply. The Korea Creative Content Agency reported a 13.1 percent increase over six months, led by video and game-related content.

One industry source said, "Squid Game is no longer just a drama. It’s become a platform. We’ll continue collaborating with global IPs so users can enjoy content in new ways."

Lim Jaeho ajupresswogh@ajupress.com

S. Korean game companies jump on Squid Game season 3 buzz

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