By Andy Marston, Sports Pundit
Netflix has unveiled that its inaugural Netflix House locations - permanent, immersive venues - will open in Philadelphia and Dallas in 2025, with Las Vegas to follow in 2027.
These 100,000 sq ft fan destinations bring Netflix IP to life through interactive attractions inspired by Squid Game, Wednesday, Stranger Things, ONE PIECE, and more.
Each venue includes escape rooms, carnival games, high-tech mini-golf, themed food and drink via “Netflix Bites,” merch shops, and a TUDUM Theater for screenings and live events.
Guests can explore rotating experiences, from Stranger Things haunted house trails to ONE PIECE adventures and Squid Game survival challenges.
The venues will serve as testbeds for new ideas, blending entertainment, retail, and hospitality into a physical storytelling loop that fans can revisit over time.
Why It Matters:
At a time when everything is moving toward digital, Netflix’s shift into the physical world is a reminder of the enduring value of place.
With AI tools like Veo 3 lowering the barrier to generating high-quality video content, owning physical experiences is one of the few remaining ways IP holders can build emotional depth and drive meaningful revenue beyond the screen.
While not trying to replicate Disneyland, the ambition is similar: turn your IP into something people can wear, taste, explore, and share. It creates a reimagined content loop, where user-generated content (UGC) fuels reach and attachment, and the venue becomes a platform in itself.
For sports rights holders, the question becomes: What does your version of Netflix House look like, beyond the stadium?
It’s a question some clubs are already starting to answer. PSG, Atlético Madrid, and Flamengo have launched pop-up fan houses during the 2025 Club World Cup in the
US that blend retail, music, local culture, and community into an off-pitch brand experience. Could permanent venues be something we see in the near future?
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