Squid Game: Unleashed is a battle royale game published by Netflix, inspired by the global hit series. Launching on December 17, 2024, it quickly became the most downloaded action game on iOS and Google Play in the U.S., surpassing 20 million downloads worldwide. It is now the most successful Netflix game to date.

As Marketing Artist Manager, I led the charge on all mobile storefront assets (app icons, preview videos, in-app events) and global paid marketing (user acquisition content) for launch. Working closely with Netflix’s game development and cross-functional teams, I ensured every asset aligned with the brand and resonated with audiences. Over six months, I collaborated with stakeholders, securing approvals and refining our creative strategy.

For paid UA, I managed an external vendor in France, producing over 1,500 assets at launch. Our modular approach—combining 6-second hooks with 18-second gameplay sections—allowed us to scale efficiently. The best-performing hooks highlighted iconic IP from the show, including the Pink Guards, Young-Hee (Red Light, Green Light Doll), and signature games like Glass Bridge. Our campaign was a runaway success, with CPIs as low as $0.70. The results were so impactful that other Netflix teams sought insights into our strategy.

For the Apple and Google Play storefronts, I designed icons featuring recognizable, high-contrast imagery to stand out, with the Pink Guard ultimately winning after extensive testing. I used Unity and in-game assets to craft compelling store screenshots, while the App Preview video leveraged our top-performing UA hooks, allowing for quick iteration and optimization.

Post-launch, I created high-energy sizzle reels celebrating the game’s success and player engagement. I also supported ongoing social and in-app events leading up to Squid Game Season 3, ensuring continued momentum and player retention.