Gen.G extends partnership with Idahoan Foods

Esports organisation Gen.G has announced an extension to its partnership with food brand Idahoan Foods, focused on its Potato Shreds snack.

The extended deal will see the Shreds Gaming Lounge opened at select universities in the United States, offering snacks, giveaways and gaming stations for visitors at three US universities.

Idahoan Foods is a company known for producing potato products, based in Idaho, US. The company first partnered with Gen.G in August last year, and the two brands have worked together on in-person activations on campuses since then.

The new and expanded deal will create a new activation hub, called the Shreds Gaming Lounge, which will expand on the activations held previously. The Lounge will come to the University of Kentucky, Boston University and the University of Florida. These will host activations, product giveaways, feature a large gaming hub with gaming consoles and retro games, and a high-score competition for students. At the Gaming Lounge, students will be able to sample Shreds products.

The activation will spend several days at each of the three locations during October and November, and will coincide with tailgate parties on campus, such as the BU hockey tailgate or the UF football tailgate.

Gen.G CEO, Arnold Hur, said: “It’s been an incredible experience working with the Shreds team to use gaming to position the brand in an innovative way across the different college campuses we partner with. This is our second year – proving that when you’ve got a great product, gaming is an effective way to position a brand thoughtfully and authentically.”

Gen.G is one of the few esports organisations that steadily invests into partnerships with schools and other institutions, including an US esports student programme called The Next Gen Fellowship and a partnership with Team Flash for a League of Legends academy, among other things.