Ahead of the Women's Euro 2022 tournament, UEFA is entering the metaverse with soccer mascots made to encourage more kids to play the sport. UEFA is meeting kids in the metaverse through Roblox and The Road to UEFA Women’s Euro invites kids to create a character and train with three virtual mascots, Kai, Robyn and Ashley.
In the metaverse, kids are challenged to complete obstacle courses as quickly as they can, score goals and collect golden tournament tickets as part of the virtual adventure. With this activation, UEFA is specifically targeting Roblox's large community of children, most of which are under the age of 12.
UEFA's presence in the metaverse ties in with Time for Action, the UEFA Women’s Football Strategy aimed at doubling girls’ and women’s participation in soccer by 2024.
Metaverse Soccer Mascots
UEFA's Presence in the Metaverse Gets More Kids Playing Soccer
Trend Themes
1. Metaverse Sports Initiatives - Sports organizations are moving into the metaverse to increase youth participation and engagement, creating opportunities for virtual training, fan experiences, and merchandise.
2. Youth-focused Gaming Partnerships - Partnerships between gaming platforms and sports organizations targeting youth create opportunities for promotion, education, and community building through interactive experiences.
3. Virtual Sports Mascot Programs - Sports organizations are leveraging virtual characters and mascots to engage younger audiences and build brand loyalty through metaverse experiences and games.
Industry Implications
1. Sports Entertainment - Sports entertainment companies and organizations can leverage the metaverse to create innovative fan experiences and develop new revenue streams with virtual merchandise and events.
2. Gaming and Esports - Gaming and eSports companies can benefit from partnerships with sports organizations and teams, providing opportunities for new games, virtual experiences, and fan engagement.
3. Youth Sports Participation - Efforts to increase youth sports participation can be enhanced through partnerships with innovative digital platforms, leveraging the power of gaming and virtual experiences to drive engagement.