We report on the first determination of the absolute B(E2;0+(1)-->2+(1)) excitation strength in the N=Z nucleus 72Kr. 72Kr is the heaviest N=Z nucleus for which this quantity has been measured and provides a benchmark in a region of the nuclear chart dominated by rapidly changing deformations and shapes mediated by the interplay of strongly oblate and prolate-driving orbitals. The deduced quadrupole deformation strength is in agreement with a variety of self-consistent models that predict an oblate shape for the ground state of 72Kr. Large-scale shell-model Monte Carlo calculations reproduce the experimental B(E2) value and link the result to the occupation of the deformation-driving g9/2 orbit.