Gen.G Esports partners with SmileDirectClub

Multinational esports organization Gen.G Esports has announced a partnership with oral care company SmileDirectClub. As part of the deal, the parties will launch "SmileXP", a six-month three-episode series focusing on affordable and accessible oral care.

The organization's streamers Shannon Williams, Jessica Kim and Krystalogy are expected to share their journey to a "smoother, healthier and more confident smile" on air and on their social media pages. Blogger ImDavisss will also be part of the campaign, showcasing his path to healing on his social media.

Martin Kim, Chief Revenue Officer at Gen.G Esports: "A great smile is one of the first and best ways to impress someone, and SmileDirectClub made a big impression on us by bringing our communities together. It's a pleasure to work with a partner who values community development mission-driven and we look forward to launching this campaign together."

Fans who join the content series will also have a chance to win various prizes, including headsets, SmileDirectClub products, Twitch subscriptions and more. A free SmileDirectClub Clear Aligner treatment will also be raffled off as the grand prize. What's more, streamers and their viewers will compete against each other throughout the series in various challenges.

SmileDirectClub is the latest company to join Gen.G Esports as a non-endemic partner. The club is currently also working with companies such as Toyota, McDonald's, Always and Tampax, among others. Earlier this year, Gen.G Esports also teamed up with high fashion brand Burberry to launch a content series focused on women and esports inclusion.