Brief:
Kayo Sports partnered with Livewire, Foxtel Media and Gamefam to create a new kind of sports fandom experience inside Roblox. The objective was to extend engagement beyond live broadcasts and connect with younger audiences through immersive, interactive gameplay. The experience needed to bring multiple Australian sporting codes together inside a single family-friendly virtual world while creating scalable opportunities for fan participation and future brand integration.
Solution:
Livewire helped launch Kayo SPORTS Stadium on Roblox, an immersive virtual sports world featuring dedicated experiences from the AFL, Cricket Australia and Supercars. Fans can:
- Kick goals and take speckies in AFL challenges
- Train in cricket net sessions and catching games
- Race Supercars and complete pit lane challenges
The experience transforms passive fandom into active participation through gameplay, competition and social interaction. The platform also creates new commercial opportunities for brands through:
- In-game integrations
- Sponsored challenges and rewards
- Virtual signage and activations
- Branded fan experiences
By bringing Australian sport into Roblox, Kayo SPORTS Stadium positions gaming as a new layer of the modern sports ecosystem and creates an always-on destination for the next generation of fans.
