Netflix Celebrating The Witcher Season 3 With Interactive Maze and Ice Cream Van Tour

Netflix is celebrating the premiere of The Witcher Season 3 later this month with an interactive maze and an ice cream van tour around the UK. Yes, you read that correctly.

While it’s not uncommon for companies to set up complicated marketing extraveganzas ahead of a big launch, this one, reported by Variety, does feel a little random.

The Witcher is about monster killing, mages, and life on the road (so at least the tour part makes sense), but this campaign might seem a little odd to fans of the books or games, which until now haven’t featured mazes or ice cream as central themes.

Trailers for the new season, including the one that just dropped during Summer Game Fest, have prominently shown Geralt (Henry Cavill), Yennefer (Anya Chalotra), and Ciri (Freya Allan) running around a maze, however, which likely inspired the stunt from Netflix.

“The journey begins at the Belleteyn Festival where singing bards will guide you into the maze, but beware of the unexpected, a beast lurks within,” reads the synopsis. “Find your way out and you shall be rewarded, as you digitally capture your moment of glory and bask in your bravery at The Witcher Bathhouse.”

The maze itself will be open to the public for free in London from June 29 to July 2, meaning it’s available the same day as episodes one to five of The Witcher Season 3. The ice cream van will otherwise tour around 15 cities in England, Scotland, Wales, and Northern Ireland on select dates across June and July.

Netflix’s Witcher world, which is separate to that of the famous books and video game franchise, has expanded considerably since its inception. As well as seven seasons of the mainline series being planned, it also has spin-off animated film Nightmare of the Wolf and prequel series Blood Origin.

Ryan Dinsdale is an IGN freelance reporter. He’ll talk about The Witcher all day.