AFL, Cricket Australia and Supercars Launch on Roblox via Kayo SPORTS Stadium

Foxtel Media has announced a landmark expansion into the metaverse, launching the Kayo SPORTS Stadium on Roblox.

The initiative marks a first-of-its-kind joint venture between Foxtel Media and gaming marketing leader Livewire, with development handled by Gamefam. In a commercial move, the AFL, Cricket Australia, and Supercars have all signed on as inaugural partners to create a unified, family-friendly virtual environment.

With data showing that 54% of sports fans now consume content beyond live broadcasts, spending an average of four hours per week on sports-related gaming and news, the move represents a strategic pivot toward “play-powered performance.”

Emphasising that sport has evolved into a core identity for Australians, CEO of Foxtel Media, Mark Frain, said: “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.” 

Beyond the Live Game

The launch addresses a growing demand for immersive content that complements traditional television broadcasts.

Co-CEO of Livewire, Indy Khabra, noted that sports codes are increasingly recognising that gaming delivers “deep engagement” that traditional digital channels cannot match.

For the participating codes, the platform offers a unique gateway to global scale:

Executive general manager, customer, commercial & technology, Bec Haagsma, said the AFL is excited to be part of Kayo SPORTS Stadium on Roblox. 

“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,” Haagsma said. 

Chief marketing officer of Supercars, Charlotte Valente, added: “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,” she said.

Chief commercial officer of Cricket Australia, Ed Sanders, noted: “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,” Sanders said.    

Immersive Mini-Games and Code Zones

Kayo SPORTS Stadium allows fans to interact with their favourite sports through dedicated zones, each featuring two bespoke mini-games at launch:

• AFL: Players can emulate their heroes by attempting “speckies” (spectacular catches) or kicking goals from 50 metres out.
• Cricket Australia: Fans can participate in high-intensity net sessions or test their reflexes in a catching challenge.
• Supercars: The experience offers time-trial racing to set the fastest lap and precision-based challenges in the pit lane.

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