Foxtel Media is betting on the growing overlap between sport and gaming, launching a new Roblox experience that brings AFL, cricket and Supercars into a single virtual stadium.

The Kayo SPORTS Stadium was developed with gaming marketing company Livewire and Roblox specialist Gamefam, marking the first Roblox experience to feature three official Australian sporting codes in one environment.

The experience includes interactive mini-games tied to each code, from kicking goals and taking speckies in AFL, to cricket net sessions and Supercars pit lane challenges.

Foxtel Media CEO Mark Frain said the project reflects changing fan behaviour, with audiences increasingly engaging with sport beyond live broadcasts.

“Sport has always been driven by community and shared experiences,” 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 codes they love.”

Convenience retailer 7-Eleven has signed on as the foundation brand integration partner, with a virtual branded store embedded inside the stadium experience.

Livewire APAC GM Adam Fischer said Roblox offers brands access to highly engaged younger audiences through immersive gameplay rather than traditional advertising.