For the final season of its most-watched show ever, Netflix didn’t just announce a release date. It invited Australia to play one last game.

Squid Game took over Melbourne’s annual Korea Festival for a weekend, with a playable Red Light, Green Light, Pink Guards enforcing the rules, and the show’s most iconic sets recreated for fans to step into.

A month out, playful (and slightly menacing) billboards around Federation Square warned locals to prepare, with a countdown clock ticking down daily and the Young-Hee doll’s eyes following passersby.

On launch day, every billboard flipped to “GAME OVER.” A reminder that the best launches don’t just tell fans something is coming; they let them be part of the story.