Spotify Enters the Game: Launches ‘Happy Gilmore 2’ Mini Golf Experience with Netflix
In a first-of-its-kind partnership, Spotify taps into gaming to promote Netflix’s sequel to a cult comedy classic—blending nostalgia, interactivity, and music
A Tee-Off Into Gaming for Spotify
Spotify is stepping outside its traditional lane with a golf-inspired mini-game, created in collaboration with Netflix to promote “Happy Gilmore 2”, the sequel to Adam Sandler’s beloved 1996 comedy. The film premieres on Netflix this Friday, July 25, and the game is already live within the Spotify app.
- Titled “Happy Gilmore 2 Tournament,” the game is a three-hole mini golf experience
- Players tap to perfect their swing and aim for the best score
- Developed by MiK Studio, this is Spotify’s first co-branded gaming activation
Audio Meets Interactivity
While Spotify has dabbled in hidden games before, this marks its first official gaming collaboration—and it’s not just visual. The experience leans into Spotify’s strengths:
- Players unlock audio clips from the movie as they progress
- A personalized playlist of feel-good tracks is generated for each user
- Users can find Easter eggs like Happy’s boots, hockey stick, and even the iconic alligator
The game closes by directing players to watch the movie trailer and share their playlist and score on social platforms.
Why It Matters: More Than Just a Promo
This playful crossover hints at bigger ambitions for Spotify.
- It serves as a testbed for gamified engagement, especially with fans of pop culture
- By tapping into nostalgia and fandom, Spotify is creating a sticky user experience
- It introduces interactivity in a new format—potentially paving the way for future content integrations
The company has previously toyed with interactive content, such as the hidden “Eat This Playlist” Snake game in 2023, but this marks its first formal partnership with a major brand for a gaming experience.
A Strategic Swing by Both Giants
For Netflix, the game promotes the sequel through an unconventional yet fitting channel: Spotify’s vast user base and entertainment ecosystem.
- It deepens cross-platform promotion as Netflix seeks creative ways to boost original content
- It capitalizes on Happy Gilmore’s cult following, increasing hype among nostalgic fans
For Spotify, it’s a chance to:
- Explore new formats of engagement beyond music and podcasts
- Test branded interactive experiences in-app
- Experiment with sharable content that fuels virality and retention
