EE and Netflix bring Squid Game 2 to life with immersive event at flagship Westfield White City store

EE is partnering with Netflix to bring the world of Squid Game 2 to life in Westfield White City from this Friday and throughout the weekend.

In an exclusive tie up for EE, Squid Game fans can immerse themselves in the South Korean show and be in with the chance to win exclusive prizes such as a limited edition 'Game Over' Xbox controller, as the EE Studio store transforms to mark the launch of the latest series.

Over the three days, the Pink Guards will descend on Westfield White City to march shoppers into the store, with everyone who enters the Studio able to win a prize. Fans of the show can play the famous piggy bank, redesigned as a 'money grabber' game, for a chance to win Squid Game merchandise. 

The new ‘Squid Game: Unleashed’ mobile game will be available to play on tablets around the store, while the new Squid Game 2 modes in Call of Duty: Black Ops 6 will be playable in the EE Studio Gaming Zone.

The Gaming Zone will also become a hive of Squid Game 2 competition, with winners of each Red Light, Green Light game winning Call of Duty points, which can be redeemed against the new Squid Game operator bundles in Call of Duty, and be in with a chance to win one of the limited edition Game Over Xbox controllers, of which there are only 456 in the world. 

The top Red Light, Green Light player over the whole weekend will win an Xbox Series X 1TB Console, three months Xbox Game Pass Ultimate subscription and a limited edition Game Over Xbox controller.

Asif Aziz, Retail Director at EE, says: “With the hotly anticipated second season of Squid Game topping the Netflix chart, it’s been great to team up with Netflix to bring this exclusive Squid Game 2 experience to our flagship Studio store."

“This activation is a fantastic opportunity for fans to challenge themselves and dive into the world of Squid Game, while reminding customers that they can tune in to the new Squid Game 2 on Netflix with EE TV. Whether you’re here to play or just to soak up the atmosphere, we’re bringing fun, technology, and entertainment together in a way only EE can.”

2024 RTIH INNOVATION AWARDS

EE was among the winners at the sixth edition of the RTIH Innovation Awards.

The awards celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering.