Squid Game Unleashed Hits 3M Downloads in under Two Weeks

A new season of one of Netflix's best original shows, Squid Game, just dropped and with it a new mobile game called Squid Game: Unleashed.

Squid Game: Unleashed is a multiplayer battle royale type game that integrates with the new season, and unlike all of Netflix's other mobile games, doesn't require a Netflix subscription to play. That could be an interesting development for Netflix's massive game portfolio in the new year.

But here's the real question - did anyone download the new title?

Well, yes. Quite a few people in fact.

According to Appfigures Intelligence, Squid Game: Unleashed was downloaded 3M times from the App Store and Google Play since it was launched on December 17th.

Here's something interesting - more than half of the game's downloads, 54%, came from... the App Store! It's usually the other way around with games, but not here.

The US led with more than 540K downloads with India and Brazil behind it. While the big three starred, we show downloads from 100+ countries including more than 100 downloads from Iceland.

While season 2 itself has viewers divided and the game has received mixed reviews from critics, players seem to like the game, rating it more than 21K times since launch with over 85% of those ratings being positive.

Side note: This isn't a great DPR (135), but it's a branded game so the expectation isn't high.

This new title comes at a time when Netflix's game portfolio has stagnated following the massive release of the GTA trio last year, rejuvenating downloads growth. Netflix also seems to be experimenting with in-app purchases in this game which means Netflix may start monetizing their 100+ games directly in 2025.