The European Football Committee aims to get more kids interested 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 women’s European football tournament, which is set to kick off this 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 three mascots of the tournament, 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 they can.
Targeting the incredibly large group of younger audiences who play Roblox, UEFA hope to increase their interest in football and more specifically in the women’s game, which recently has met dramatic growth in viewership. As part of their “Time for Action” Football Strategy, UEFA hope to have doubled participation rates by 2024.
The new game will also feature a number of introductory videos about the sport from over 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 becoming a world class player.
This year’s Women’s Euro tournament was originally meant to be played in 2020, but was delayed twice due to the pandemic. UEFA expect great 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 is important for us to take the tournament to the platforms and spaces they occupy. We hope our gaming experience will capture the imagination of children and get them to interact with football and UEFA Women’s Euro in a way that we have never explored before,” said Epstein.
“But of course, we want them playing football in real life as well as engaging online. We hope by that by also putting Europe’s best players at the heart of this campaign alongside our mascots, that we will give girls and boys across Europe new heroes to emulate.”
