JD Sports debuts in the metaverse with ‘King of the Game’


JD Sports has become the first-ever brand to globally launch a game for sneakerheads in the metaverse.

As a result, the sportswear retailer has launched its ‘King of the Game’ Crayta universe, built by Meta Creative Shop.

In the JD ‘King of the Game’ campaign, 32 celebrities and influencers including Kano, KSI, Chunkz, Tobi Brown and Anthony Joshua, step into a magical neon-fuelled arcade hidden in the depths of a shopping centre.

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The new JD Sports: ‘King of the Game’ metaverse game will allow customers to build custom avatars and discover minigames within Crayta’s identical JD arcade; going head-to-head with friends over table football, pinball, claw machines and other classic arcade games such as the dance mat that we see in the JD Christmas TVC.

The news comes as JD Sports recently unveiled an augmented reality (AR) arcade machine game at its Oxford Street store.

The sportswear giant has partnered with Snapchat to launch the experience, which “transforms” the front of the JD store into a free interactive AR claw grabber game.



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