SOOP has extended its existing partnership with global esports organisation Gen.G until 2028. Through this strategic alliance, SOOP plans to broaden its collaboration with Gen.G, enhance esports content, and create more opportunities for interaction between players and fans.

Under this agreement, all players from Gen.G's domestic teams across all game titles will exclusively stream on SOOP. This includes prominent game genres such as League of Legends, Valorant, PUBG, FC Online, and Tekken. This move is part of expanding touchpoints through personal broadcasts on the live streaming platform SOOP, streamer collaboration content, and various subscriber-focused live events and activities.

SOOP will also be increasing its collaborative content featuring professional gamers and streamers. Gen.G players will participate in existing SOOP content like 'Myulmangjeon' and 'SLL' to broaden fan engagement. Furthermore, SOOP will be involved in the planning and production of various Gen.G offline events. They aim to expand opportunities for fans to participate directly through on-site programmes linked to matches, co-running content that bridges online broadcasts and live events.

A SOOP representative stated, "Through this expanded partnership, we aim to broaden fan touchpoints by operating everything from individual player broadcasts to collaborative content and offline events. We will continue to increase opportunities for players and fans to communicate directly, even outside of competitive matches."