Multinational esports organisation Gen.G has joined forces once again with footwear brand Crocs to present the latest edition of Crocs World, a metaverse activation taking place on Roblox and ZEPETO platforms.
The Crocs World activation sees fans taking part in a competition which involves designing a pair of Crocs.
The winning design will become a virtual item for other ZEPETO users to purchase. In addition, users can also win the platform’s ZEM currency, and other virtual items for their avatars.
The collaboration marks a major non-endemic returning partner for Gen.G; this is the second such activation Crocs has struck with the esports organisation after the footwear brand first partnered with Gen.G in September 2022. That previous activation saw Gen.G content creators create ZEPETO avatars wearing some of the collectables available to win.
Alongside the ZEPETO experience, Gen.G has helped launch another Crocs metaverse activation on the Roblox platform. Crocs World: Tycoon offers users a chance to create their own designs in addition to exploring a ‘beach-theme park’ inspired by the footwear brand.
Outside of its metaverse activations, Gen.G continues to collaborate with a range of non-endemic brands. In July 2023, it joined forces with stock car racing series NASCAR for a range of activations and in August 2023, it partnered with potato product manufacturer Idahoan Foods.
Martin Kim, Chief Revenue Officer at Gen.G, spoke on the news: “Supporting Crocs on delivering unique and gamer authentic experiences in metaverse platforms have been rewarding on so many levels.
“Gamers at the core are creative and we hope everyone enjoys the experiences we’re rolling out in ZEPETO and Roblox.”