Foxtel Media and gaming marketing company Livewire have launched Kayo SPORTS Stadium on game-creation platform Roblox, featuring three official Australian sports codes — AFL, Cricket Australia and Supercars — with 7-Eleven as the foundation brand integration partner.
The experience allows fans to take a mark or kick a goal in AFL, complete net sessions or catching challenges in cricket, and race for the fastest lap or test pit lane precision in Supercars. It was developed by Gamefam on the Roblox platform.
"Sport has always been driven by community and shared experiences, propelling it to the height of cultural connection. With gaming now experiencing quantum growth in the Australian market, it was a new territory that we had to embrace as a business," said Mark Frain, CEO of Foxtel Media.
"We are delighted to partner with three of Australia's premier codes to provide interactive, social experiences that help our brand reach new audiences in the heart of the virtual action," said Adam Jacka, general manager of marketing at 7-Eleven, whose involvement was facilitated by PHD.
Adam Fischer, general manager APAC at Livewire, said Roblox represents one of the most dynamic digital environments globally, particularly for younger and family audiences.
“The Kayo SPORTS Stadium demonstrates how brands and rights holders can integrate authentically into gameplay, rather than simply advertising around it," Fischer said.
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