Spotify takes a swing at gaming with a mini golf game ahead of ‘Happy Gilmore 2’ release

In a surprising move signaling a new venture into interactive entertainment, Spotify has partnered with Netflix to launch an exclusive golf-inspired game. This collaboration is designed to promote “Happy Gilmore 2,” the highly anticipated sequel to Adam Sandler’s iconic 1996 comedy film, set to premiere on Netflix this Friday, July 25.

This partnership marks a significant milestone for Spotify, as it is the first time the music streaming giant has teamed up with another company to integrate a gaming experience directly within its application. Historically, gaming has been an area Spotify has largely overlooked, making this promotional campaign particularly noteworthy. It could potentially serve as a crucial test to gauge user engagement and resonance with in-app gaming experiences. The tie-in to a beloved cult classic like “Happy Gilmore” also presents a unique opportunity to significantly boost user interaction and platform stickiness.

Spotify confirmed that the development of this unique mini-game was undertaken in collaboration with MiK Studio, specializing in creating engaging digital experiences.

The new in-app game, officially titled “Happy Gilmore 2 Tournament,” is exclusively accessible within the Spotify app. To play, users are challenged to perfect their golf swing through precise taps on their device, aiming to complete all three holes of the course. The game promises a rich audiovisual experience, featuring authentic audio clips from the movie that play upon the completion of each round. Additionally, players will receive a personalized playlist of “happy” tracks, curated specifically for them.

Players are also encouraged to discover various Easter eggs hidden within the game, including iconic elements such as Happy’s signature boots, his trusty hockey stick, and even an alligator, adding layers of nostalgia and discovery for fans.

Upon concluding the mini-golf experience, users are presented with the official trailer for “Happy Gilmore 2.” They also have the option to share their personalized playlist and their final game score directly on their social media platforms, extending the promotional reach organically.

While this marks Spotify’s first official collaboration for an integrated gaming experience, it is worth noting that the platform did previously launch a hidden game as an Easter egg. In 2023, Spotify secretly released “Eat This Playlist,” a variation of the classic Snake arcade game, where users controlled a growing snake navigating obstacles within a playlist.