UEFA aim for virtual goal with Women’s Euro 2022 Roblox game


UEFA is counting down to the start of the UEFA Women’s Euro by opening the doors to a virtual world in Roblox inspired by the tournament.

A trio of mascots called Kai (number 4), Robyn (number 10) and Ashley (number 7) will appear as interactive characters in the game “The road to Uefa Women’s Euro” and play in a skill challenge and a ludo series -educational on YouTube alongside some of the best European players.

In the game, created by Dubit, players can dress up their avatar in their team’s colors and train with the mascots to gain powers. A series of obstacle courses called “Obbys” can be tackled by players who will be timed and must complete each course as quickly as possible by scoring goals and collecting golden tournament tickets along the way. An “Obby Stadium” will be unlocked in June during the final preparations for the women’s tournament.

The campaign aims to engage young girls and boys directly and authentically through the platforms they use every day. Roblox has over 50 million daily active users, of which more than 50% are children under the age of 12.

An ad campaign will be running in Roblox to attract users to the game. There will also be a partnership with the Metaverse Gaming League which will include live streamed events on Twitch.

The virtual game is complemented by a skills challenge and a series of educational YouTube videos where “Hat trick”, the collective term for the mascots, will bring together their unique personalities of skill, strength and intelligence.

The educational content series features 12 players, including FC Barcelona and Spain national team player Alexia Putellas; Vivianne Miedema, player for Arsenal FC and the Dutch national team; and Manchester City FC and England national team player Lucy Bronze.

Aiming to inspire children aged 8-11 to play and engage in football, the mascots will draw on the expertise of international players to explain the key skills needed to be a goalkeeper, defender, midfielder. field or attacker. The videos will also explore how to fuel your body and how to have the right mindset for football and life.

The video series can be viewed by children, parents and teachers on YouTube, and will also be shared with schools across Europe through UEFA’s Football in Schools programme.

Guy-Laurent Epstein, UEFA Marketing Director, said: “The UEFA Women’s Euro promises to be a record-breaking tournament. It has the potential to inspire millions of girls and boys to play football. , so it’s important for us to take the tournament to the platforms and spaces they occupy.

“We hope our new gaming experience will capture children’s imaginations and get them to interact with football and the UEFA Women’s Euro in ways we have never explored before.”

The “Hat Trick” mascot campaign supports one of Time for Action’s main objectives, the UEFA Women’s Football Strategy – to double the participation of girls and women in football by 2024.


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