CO-BRANDED ACTIVATION TOUR CASE STUDY
Garena x Netflix Brand Collaboration Success
Free Fire × Squid Game Brand Gaming Tour brought to Life
SUMMARY
2,300 Miles, 3 Cities, 1,200+ Competitors, $4,560 Grand Prize, 100% Fan Engagement, 1 Epic Leaderboard
Overview
Dispatch Tree Marketing partnered with Garena and Netflix to produce one of the most anticipated crossovers in mobile gaming in 2025, Free Fire × Squid Game. To celebrate Free Fire's 8th Anniversary, this activation merged two global entertainment giants into one powerful experience, bringing the thrill of Squid Game to life through an attention-grabbing immersive live tournament, custom gameplay zones, and a multi-city U.S. tour. Dispatch Tree was selected to lead full-scale tour production for the Ddakji Master Challenge, a physical interpretation of the Squid Game tile-flip showdown and connecting thousands of Free Fire & Squid Game fans through real-world competition and brand storytelling.
Garena sought to bridge its in-game event with a tangible, social experience that fans could physically join and share. The project required:
What We DeliveredDispatch Tree engineered and executed an integrated experiential campaign that combined competitive gaming, cinematic design, and social engagement. Our services included:
Impact
From Dallas to Miami, Dispatch Tree ensured that every moment of the Free Fire × Squid Game experience delivered on its promise — immersive, thrilling, and flawlessly executed. This collaboration continues to set the benchmark for how entertainment brands can merge virtual worlds with physical connection.
The Free Fire × Squid Game activation marked a new milestone for experiential gaming. Thousands of fans stepped directly into the world of Netflix’s hit series, turning gameplay into real-life excitement.
Each stop drew massive participation, viral social sharing and showcased how digital IP can evolve into a living, breathing event experience with our team at your side.
Is your company ready to experience Dispatch Tree event innovation? Check out our Event Wifi Services.
Drop us your contact information or contact [email protected] to get a custom activation quote.
2,300 Miles, 3 Cities, 1,200+ Competitors, $4,560 Grand Prize, 100% Fan Engagement, 1 Epic Leaderboard
Overview
Dispatch Tree Marketing partnered with Garena and Netflix to produce one of the most anticipated crossovers in mobile gaming in 2025, Free Fire × Squid Game. To celebrate Free Fire's 8th Anniversary, this activation merged two global entertainment giants into one powerful experience, bringing the thrill of Squid Game to life through an attention-grabbing immersive live tournament, custom gameplay zones, and a multi-city U.S. tour. Dispatch Tree was selected to lead full-scale tour production for the Ddakji Master Challenge, a physical interpretation of the Squid Game tile-flip showdown and connecting thousands of Free Fire & Squid Game fans through real-world competition and brand storytelling.
Garena sought to bridge its in-game event with a tangible, social experience that fans could physically join and share. The project required:
- A high-energy, multi-city tour activating in Dallas, Houston, and Miami
- Immersive Squid Game–themed tournament zones
- Seamless production, design, logistics, staffing, and data collection
- A cohesive brand experience consistent with both Garena and Netflix’s creative vision
What We DeliveredDispatch Tree engineered and executed an integrated experiential campaign that combined competitive gaming, cinematic design, and social engagement. Our services included:
- Live Tournament Production: Full setup and operations for the Ddakji Master Challenge in key cities
- IRL Gameplay: Themed Ddakji challenge was inspired by Squid Game's memorable show moments, bridging virtual and real-world participation, fostering play from digital to analog for our guests
- Event Infrastructure: Permitting, Branded Elements, Staging, Signage, Lighting and Crowd Management
- Brand Ambassadors & Guest Engagement: Trained all staff to guide players, distribute prizes, and amplify brand energy with 100% of giveaways distributed
- Data Capture & Post-Event Reporting: Lead collection, player registration, and player analytics for Garena’s marketing teams
Impact
From Dallas to Miami, Dispatch Tree ensured that every moment of the Free Fire × Squid Game experience delivered on its promise — immersive, thrilling, and flawlessly executed. This collaboration continues to set the benchmark for how entertainment brands can merge virtual worlds with physical connection.
The Free Fire × Squid Game activation marked a new milestone for experiential gaming. Thousands of fans stepped directly into the world of Netflix’s hit series, turning gameplay into real-life excitement.
Each stop drew massive participation, viral social sharing and showcased how digital IP can evolve into a living, breathing event experience with our team at your side.
Is your company ready to experience Dispatch Tree event innovation? Check out our Event Wifi Services.
Drop us your contact information or contact [email protected] to get a custom activation quote.