AFL, cricket & Supercars launch Roblox gaming zones

AFL, Cricket Australia and Supercars have launched gaming experiences on Roblox through Kayo SPORTS Stadium, bringing three Australian sports into a single Roblox environment.

Kayo SPORTS Stadium is a joint venture between Foxtel Media and gaming marketing company Livewire, developed by Gamefam. It features separate zones for each sport, with two mini-games available at launch for each code.

In the AFL zone, players can attempt a mark or kick for goal from 50 metres. Cricket players can take part in a net session or a catching challenge, while Supercars players can chase a fastest lap or complete a pit lane precision task.

Foxtel Media is positioning the launch as a response to broader shifts in how sports audiences spend their time, citing research showing 54% of sports fans engage with sport beyond live matches through activities such as following news, playing games, and watching analysis or documentaries.

The same research found that 7.4 million Australians spend eight hours a week engaged with sport, with four of those hours spent outside live action. That offers a commercial rationale for sports bodies and media companies looking to reach fans on entertainment platforms beyond traditional broadcasts.

Foxtel Media Chief Executive Officer Mark Frain said the project reflects those audience habits.

"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."

Audience shift

The Roblox launch reflects a broader push by rights holders, broadcasters and advertisers to build relationships with younger audiences in digital spaces where gaming, social interaction and branded entertainment overlap. Roblox has become one of the better-known platforms for that strategy, with companies using custom-built environments to keep users engaged for longer.

Livewire, which specialises in gaming-focused marketing, said sports organisations are showing increased interest in immersive formats alongside established digital channels.

"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," said Indy Khabra, Co-Chief Executive Officer, Livewire.

For the participating sports, the launch offers another route into households that may already know their brands through television, live events and social media. It also gives each code a digital product that can sit alongside existing fan engagement efforts rather than replace them.

The AFL said the new venue expands its existing presence on Roblox. Bec Haagsma, Executive General Manager, Customer, Commercial & Technology, said the code sees the project as another way to reach players in a familiar online setting.

"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," said Haagsma.

Supercars framed its section of the platform around speed and technical skill, reflecting elements of the real-world competition. Its mini-games focus on lap time performance and pit lane execution, two features closely associated with the category.

"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," said Charlotte Valente, Chief Marketing Officer, Supercars.

Cricket Australia said its zone is designed to let players test practical skills linked to the sport. The governing body also pointed to the role of game-based interaction in encouraging participation away from the screen.

"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," said Ed Sanders, Chief Commercial Officer, Cricket Australia.