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When Netflix’s Squid Game took the world by storm in 2021, mobile game developers saw dollar signs. The hit Korean drama about deadly childhood games sparked a gold rush in app stores, with developers racing to cash in on the global phenomenon.
The numbers tell a wild story. According to data from AppMagic, a staggering 2,554 apps using the “squid” keyword launched in 2021 alone, including 145 games. But here’s the twist that mirrors the show itself: out of 322 “squid” mobile games released since 2021, a whopping 305 have already been eliminated from all app stores.
The Real Winners Weren’t Who You’d Expect
Before you feel sorry for those “failed” games, think again. Most of these titles were hypercasual games – cheap to make, quick to market, and designed to make fast money from trending topics. They weren’t built to last, and that was the whole point.
Several of these short-lived games managed to rack up between 4 to 14 million downloads before disappearing. For developers, this was mission accomplished. They rode the wave, made their profits, and moved on to the next trend.
While individual games came and went, platforms with user-generated content hit the jackpot. On Roblox, players created dozens of Squid Game-themed modes themselves – from “Red Light, Green Light” challenges to glass bridge elimination games. When Season 2 dropped in December 2024, Roblox saw downloads surge to 21.7 million, then hit an all-time peak of 24 million in January 2025.
The genius here? Players drawn in by Squid Game content stick around to explore other games on the platform. It’s not just a quick install-and-delete situation – it turns into long-term value.
Fortnite followed a similar playbook. After each Squid Game season, players built themed “islands” that attracted thousands of players organically. Epic Games eventually made it official with a Squid Game collaboration featuring themed maps, character skins, and tournaments.
Netflix’s Own Game Arrived Too Late to the Party
Ironically, Netflix’s official Squid Game mobile game, “Squid Game: Unleashed,” launched in November 2024 – way after the initial hype had cooled down. Despite pulling in 20 million installs, the numbers fell short of what the global phenomenon could have achieved if timed better.
By the time Netflix entered the game, audiences had already experienced Squid Game content across TikTok challenges, Roblox modes, and countless mobile clones. The appetite was partially satisfied, and expectations were higher than what the official game delivered.
As Squid Game’s final season wraps up, it’s clear that while 95% of themed games got eliminated from app stores, many developers still walked away winners. The key was never about building lasting games – it was about moving fast, making money, and getting out before the trend died.
For the gaming industry, Squid Game proves that cultural phenomena offer solid opportunities for quick profits, but only if you play the timing right and understand your audience. The show may be ending, but the lessons for developers are just beginning.
