Everybody is talking about Squid Game again. The original series dropped more than three years ago and it quickly became a real global sensation as well as the most watched series on Netflix. That was extremely surprising then, as a completely unknown series with no international stars and with no major promotions or ad campaigns took the world by storm. The premise of the show was simple: There is a secret game with more than 400 contenders, all desperate and all in debt. The winner takes the large cash prize; everyone else dies. The rounds of the game consist of versions of widely known children’s games.

Now, season two is here. And it seems to make an even more significant splash. In the first week, more than 68 million people watched it, by far the highest opening week of any TV show. The success of season two is obviously less surprising than the success of the original. There are very few potential viewers who had not been aware of this global phenomenon before the December........

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