AFL, Cricket Australia and Supercars headline the launch of Kayo SPORTS Stadium, the new immersive gaming experience on Roblox – a joint venture between Foxtel Media and Livewire, a player in gaming marketing. Convenience store 7-Eleven is the foundation brand integration partner, leading the charge into this new virtual arena.
First previewed at Foxtel Media’s 2026 Upfronts, the market-first collaboration has now moved from concept to execution, marking the first experience on Roblox that features three official codes in one experience. Aimed at expanding and enhancing the sports fan experience into the rapidly growing virtual world, Kayo SPORTS Stadium allows brands to connect with audiences in a family-friendly environment during moments of excitement and hyperfocus.
“We are delighted to partner with three of Australia’s premier codes to provide interactive, social experiences that help our brand reach new audiences in the heart of the virtual action. The 7-Eleven stadium store reflects what we do best – convenience, anytime and anywhere,” said Adam Jacka, general manager of marketing at 7-Eleven.
PHD played a role in bringing 7-Eleven’s engagement with the Kayo SPORTS stadium to life, recognising the innovative opportunity for brands to connect with avid sports fans.
The games, based on the AFL, Supercars and Cricket Australia, will allow fans to step into action with the codes they love: AFL – emulate their heroes by taking a specky or slotting a goal from 50 metres; cricket – test skills in a high-intensity net session or pull off a spectacular catch in the catching challenge; and Supercars – race against the clock to set the fastest lap or prove precision in the pit lane
The experience, developed by Gamefam, is built within the multi-generational Roblox platform, and extends fan engagement beyond traditional channels through interactive, social gameplay that reflects how audiences are increasingly connecting with sport and brands.
“Sport has always been driven by community and shared experiences, propelling it to the height of cultural connection. With gaming now experiencing quantum growth in the Australian market, coupled with the creative collision between sports and gaming, it was a new territory that we had to embrace as a business. The Kayo SPORTS Stadium brings that same energy into the digital world, giving fans a new, highly interactive way to connect with the sports they love,” said Mark Frain, CEO of Foxtel Media.
Backed by Foxtel Media’s premium sport and entertainment expertise and Livewire’s leadership in gaming audiences, it enables partners to engage fans in active, social and sustained ways, meeting audiences where connection, participation and attention are already at their peak and delivering meaningful brand outcomes from launch.
“Roblox represents one of the most dynamic digital environments globally, particularly for younger and family audiences. The Kayo SPORTS Stadium demonstrates how brands and rights holders can integrate authentically into gameplay, rather than simply advertising around it,” added Adam Fischer, general manager, APAC, Livewire.
“We’re seeing strong interest from partners who recognise that innovative, immersive gaming experiences deliver deeper engagement than traditional digital channels. It’s play-powered performance at a time when gaming continues to scale globally.”
