Gu Lin, a former criminal investigation consultant, is drawn into a rule-based horror game called Seven Days in Hell. Here, he must strictly obey seemingly absurd “urban rules” for seven days. Break them, and he dies, only to have his memory reset the next day and start all over again. He discovers that behind every supernatural mystery lurks an “emissary of the gods,” a being that feeds on human fear. To break the game, Gu Lin has no choice but to join forces with “loopers” from all walks of life and search for loopholes in the rules through countless cycles of death. But when he finally confronts the last emissary, he discovers that he himself is the most crucial piece of the entire plan.