UEFA dives into the metaverse with new Roblox game


The European Football Committee aims to interest more children in the sport with the development of a new roblox game called “The Road to UEFA women’s euro”.

The name of this new game, available exclusively in the metaverse, alludes to the European women’s football tournament, which is due to begin in June in England.

The game, which was developed by metaverse studio Dubit, will allow players to create their own virtual avatars and learn football skills alongside the tournament’s three mascots, Kai Robyn and Ashley (pictured above.)

Players will need to complete obstacle courses within a set amount of time, while using their dribbling and shooting skills to score as many goals as possible.

Targeting the incredibly large group of young audiences who play Roblox, UEFA hopes to increase their interest in football and specifically the women’s game, which has seen dramatic growth in viewership recently. As part of its ‘Time for Action’ football strategy, UEFA hopes to have doubled attendance rates by 2024.

The new game will also feature a number of introductory sports videos from more than 10 European stars, including this year’s Women’s Ballon d’Or winner Alexia Putellas. The FC Barcelona star will show youngsters all the tips to become a world-class player.

This year’s Women’s Euro tournament was originally scheduled to be played in 2020 but was delayed twice due to the pandemic. UEFA expects big things from the competition, according to marketing director Guy-Laurent Epstein.

“It has the potential to inspire millions of girls and boys to play football, so it’s important for us to bring the tournament to the platforms and spaces they occupy. We hope our gaming experience will captivate children’s imaginations and get them to interact with football and the UEFA Women’s Euro in ways we have never explored before,” said Epstein.

“But of course we want them to play football in real life and engage online. We hope that by also placing Europe’s best players at the heart of this campaign alongside our mascots, we will give girls and boys across Europe new heroes to emulate.


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