Supercars debuts on Roblox via Kayo SPORTS Stadium
Supercars debuts on Roblox via Kayo SPORTS Stadium
Foxtel Media launches immersive sports gaming platform to scale fan engagement
AFL, Cricket Australia and Supercars sign on to create family-friendly virtual environment
AFL, Cricket Australia and Supercars have launched new immersive gaming experiences on Roblox in the newly unveiled Kayo SPORTS Stadium — a joint venture between Foxtel Media and Livewire, the global leader in gaming marketing, developed by Gamefam.
In a first of its kind initiative, Kayo SPORTS Stadium is the first experience on the platform to see three major codes sign on to create a family-friendly virtual environment. Passionate fans can actively engage with their favourite sports through immersive experiences exclusive to Roblox.
Kayo SPORTS Stadium introduces Australian sport to the Roblox audience, expanding the fan experience into a virtual world that complements live broadcasts. Each code will debut with their own sports zones with two mini-games at launch, creating captivating gaming experiences for fans craving action beyond the whistle:
AFL: Emulate heroes by taking a specky or slotting a goal from 50 metres
Cricket: Test skills in a high-intensity net session or pull off a spectacular catch in the catching challenge
Supercars: Race against the clock to set the fastest lap or prove precision in the pit lane
Australian sport fans are increasingly engaging with sport beyond the matches to bring the codes they love to life. Consuming sport news, playing games, as well as tuning in to expert analysis or documentaries are just some of the ways 54% of sports fans are immersing themselves outside the live game. 7.4 million Australians spend a massive 8 hours per week engaged with sport, 4 of which are beyond the live action.
Mark Frain, CEO, Foxtel Media said: "The number of Aussie sport fans has grown dramatically in the past 4-5 years, and the majority of fans actually want more time in sport beyond live coverage.
"Sport is no longer just a hobby but an identity. Given the huge crossover between sports and video gaming, Kayo SPORTS Stadium is the perfect ground for fans to more actively participate in the epic codes they love, in an environment they make their own.”
Indy Khabra, Co-CEO, Livewire also commented: “We’re seeing strong interest from sports codes that recognise innovative, immersive gaming experiences that deliver deep engagement to complement traditional digital channels. It’s play-powered performance at a time when gaming continues to scale globally.”
Bec Haagsma, Executive General Manager, Customer, Commercial & Technology, AFL said: “We are always striving to make our game accessible and enjoyable to every household in Australia.
"The Kayo SPORTS Stadium experience adds to our already available AFL experience on Roblox and provides another creative and interactive way that players will be able to enjoy and experience footy within their digital playground.”
Charlotte Valente, Chief Marketing Officer, Supercars, said: "Supercars is built on adrenaline, precision and unforgettable on-track moments — and this gives fans a new way to be part of it.
"Through Kayo SPORTS Stadium on Roblox, fans can jump behind the wheel, chase lap times and test themselves in the pit lane, extending the Supercars experience well beyond race day."
Ed Sanders, Chief Commercial Officer, Cricket Australia, said: "Cricket continues to innovate in how it engages fans across formats and platforms.
"Through Kayo SPORTS Stadium, we’re offering a fun and accessible way for players to test their skills and interact with the game in a new environment whilst simultaneously inspiring players to pick up a bat and ball."
