Inside the Netflix Funhouse Experience

ClientNetflix
Services
Live
IndustryMedia
ProjectLVL UP EXPO / Anime Expo
LocationLos Angeles

2Heads and Netflix brought the fun to LVL UP and Anime Expo

Netflix Like Never Before: The Funhouse That Took Over the Floor

Netflix made a bold entrance into the anime and gaming convention scene with the launch of the Netflix Funhouse, an immersive experience that debuted at LVL UP EXPO in Las Vegas and later returned, bigger and bolder, at Anime Expo in Los Angeles. With thousands of passionate fans in attendance, Netflix teamed up with 2Heads to create an unforgettable immersive experience that celebrated some of its most iconic titles.

01 The Brief

Setting the Stage

Netflix are a global phenomenon, a brand credited for some of the most creative and genre-bending titles in recent years. With world-recognized content including Stranger Things and Squid Games, Netflix are expected to make noise wherever they go.

For their first partnership with 2Heads, Netflix tasked the team to create a fan-first, immersive activation at LVL UP EXPO 2025, Las Vegas that not only got people talking but also brought the fun. Following its success, Netflix invited 2Heads to take the Funhouse even further at Anime Expo, the largest anime convention in North America.

Goals

To be the most talked about ‘moment’ on each convention floor
To fuel fandom by referencing key titles Devil May Cry, Love, Death + Robots, and Sakamoto Days in a way that created real adrenaline for fans
To generate viral reach on social media
To create hype and sign-ups for the Bloodline: Rebel Moon and Squid Game: Unleashed games
To gain audience insights and explore potential for greater revenue generation

02 The Strategy

Fandom First

To kick off the Netflix relationship, 2Heads needed to bring their vision to life in a way that both intrigued and enchanted. The team design ed and produced an immersive Funhouse that was next level in terms of fan experience.

With extremely tight turnaround times of six and a half weeks from brief to production, the team’s ability to pivot within strict parameters was impressive. Limitations did not dampen ambition though, and the immersive IP-forward design of the Funhouse was crafted around key strategic principles agreed between Netflix & 2Heads:

To be visually appealing & social forward. Every activation in the Funhouse was designed with social virality in mind – from the towering inflatable Young-Hee to the Piggy Bank jump cam, ensuring high visibility and content creation.

To ensure the cross-IP experience was cohesive. The Funhouse needed to allow each title to own its zone while fitting cohesively under the Netflix brand shell, respecting sensitivities around IP mixing.

To be considered Activation of the Show. To use creative storytelling, production quality, and continuous fan traffic to make the booth one of the most talked-about on the floor.

To embrace a modular sustainable build concept. All components were designed to pack, ship, and reassemble efficiently, supporting Netflix’s request for repeat use at different events.

To make talent optional. While LDR & Influencer talent can help drive attendance, the activation needed to stand strong on its own merits, generating interest through immersive environments, Brand Ambassador engagement, and game demos that didn’t rely on celebrity presence.

03The Concept

“The Devil May Cry” Tunnel

Fans entered through an inflatable challenge course tunnel designed to simulate the journey through a demon’s guts: complete with pulsing visuals, textured walls, and the soundtrack from the series echoing throughout. The multisensory tunnel delivered a visceral, unforgettable lead-in to the Netflix Funhouse experience , reflective of the edge of the seat action of the onscreen title.

The “Sakamoto Days” Mirror Maze

The Sakamoto Days activation transported fans into a fully immersive infinity mirror room, where reflective surfaces, shifting light, and looping clips from past episodes created a disorienting, hypnotic environment. The room acted as both an abstract narrative space and a bold photo-worthy experience ; disruptive by design and true to the show’s experimental spirit.

The “Squid Games: Unleashed” Foam Pit

At the end of the Funhouse experience: guests climbed the stairs, posed for a souvenir photo, and then launched themselves down the slide into a massive inflatable Piggy Bank foam pit; replicating the moment when the show’s winnings are revealed. The activation combined thrill, humor, and pure fun, culminating in 1,297 photos snapped mid-air as fans emerged laughing, cheering, and often jumping right back in line to do it again.

The “Sakamoto Days” Target Range

Based on the hit Weekly Shonen Jump manga, Sakamoto Days tells the story of Taro Sakamoto; once the world’s greatest hitman who gave up violence for love, only to be pulled back into the action to protect his family. Fans were invited to team up in the Shooting Gallery to defeat Sakamoto’s villains and pose for photos inside his Convenience Store where official merch was made available via the Netflix Shop, including sweatshirts, tees, hats, and more.

The ‘Netflix Games’ Meet and Greet

The Netflix booth became a fan destination throughout the weekend thanks to a star-studded lineup of meet & greets featuring creators, influencers, and special guests including Tim Miller, Sykkuno, Lilypichu, Chrissy Costanza and Stella Chuu. Fans lined up over an hour in advance for a chance to meet their favorites, take photos, and even score autographs. The spontaneous selfies, the meet & greets created buzz both on-site and across social media.

04 Solution

When the House Came to Life

Following the success of the Funhouse debut in Las Vegas, Netflix and 2Heads expanded the experience for Anime Expo scaling up both in size and creative ambition. The mirror maze was reimagined to feature Sakamoto Days, aligning with the premiere of Season 2 just two weeks after the show. The narrative was updated with show-inspired design, allowing fans to walk through Sakamoto’s world combining mirrors, shadows, and visuals that hinted at what’s to come.

The merch area also received a Sakamoto Days takeover, building hype for the new season and giving superfans exclusive access to apparel and collectibles before the rest of the world.

The Netflix Funhouse at both LVL UP and Anime Expo was all about fuelling fandom and excitement. 2Heads designed and produced an immersive, IP-forward Funhouse that engaged fans at every touchpoint, from the adrenaline-filled Devil May Cry inflatable tunnel to the reimagined Sakamoto Days mirror maze and the popular Squid Game foam pit finale. Daily lines formed as the shows opened, and fan excitement was sustained through photo ops, talent meet & greets, and live gameplay, all of which created constant energy and visibility on the show floors.

The Netflix Funhouse was designed to fuel fandom and it delivered. Across both LVL UP EXPO and Anime Expo, the immersive activation drew huge crowds, created viral buzz, and became a standout destination on each show floor.

At LVL UP EXPO:

Devil May Cry Tunnel consistently drew strong traffic with its immersive, high-energy entry experience.
Squid Game Foam Pit became the most photographed moment with 1,297 souvenir images captured.
Sakamoto Days Target Range peaked at 60–70 guests/hour and helped tease merch and upcoming content.
Netflix Games Meet & Greets brought constant energy with highly shareable fan interactions.
Over 5,000 t-shirts were distributed, driving repeat visits and brand presence.

At Anime Expo:

4,437 guests experienced the inflatable walkthrough over four days, with continuous queues and high energy throughout the event.
The Sakamoto Days-themed Netflix Shop generated $46,339.10 in sales across 719 transactions, including exclusive merch drops that kept fans returning each day.
Giveaways including hundreds of aprons and sticker sheets, 1,000 mini posters, 3,500 tote bags, and K-pop Demon Hunter vinyls amplified crowd engagement and show-floor buzz.
Talent appearances from Vinnie Hacker, Khleo Thomas, Chrissy Costanza, Sykkuno, Lena Lemon, Lilypichu, and surprise guest Rico Nasty helped elevate the booth’s presence.
The Guest of Honor autograph session with Director Watanabe and Producer Ito — alongside the Taro Sakamoto mascot created unforgettable fan moments (especially those Sakamoto aprons!).
Media coverage from outlets like KTLA and influencer content added visibility and further cemented the booth as a highlight of the show.

With over 5,600 attendees combined, thousands of giveaways, strong merchandise revenue, and standout fan moments, the Netflix Funhouse has become a benchmark for immersive IP activation and a blueprint for what’s next in experiential fandom.