JD becomes the first brand to launch new game on Meta’s ‘Crayta’ platform with ‘King of the Game’, allowing players to experience its Christmas arcade…

JD introduces their ‘King of the Game’ Crayta universe, built by Meta Creative Shop. The sportswear giant has captured the magic of their latest arcade-themed campaign in 3D, becoming the first-ever brand to globally launch a game for sneaker heads on the Facebook gaming platform.

In the JD ‘King of the Game’ campaign, we see 32 superstars, from sport, entertainment, and music culture, including Kano, KSI, Chunkz, Tobi Brown and Anthony Joshua, step into a magical neon-fuelled arcade hidden in the depths of a shopping centre. Consumers can now step into JD’s virtual arcade themselves, as the Christmas campaign setting has been meticulously reconstructed by a grassroots community of creators via Meta’s new collaborative game platform.

The new JD Sports: ‘King of the Game’ meta-verse game will allow streetwear fans to build custom avatars and discover mini-games 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.

JD joins a series of other user-created virtual worlds on the Crayta platform. As players explore the glowing world, they can collect golden JD coins and the highest coin collectors will automatically be entered into a national leader board.

For all your sports fashion essentials this Christmas, JD exclusive ‘King of the Game’ product drops are available online at jdsports.co.uk and in stores across the UK now.