Approaching their 2024 anniversary, Minecraft aimed to infiltrate mainstream culture while preserving their dedicated global fanbase.

The strategy involved leaning into brand collaborations to enhance Minecraft's cultural capital. This approach allowed the brand to reward its priority superfans with insider info and nods to the game's intricacies. "Choose Your Mode" was a collaboration between Crocs and Minecraft, integrating the concept of choosing both your shoe mode and game mode.