Foxtel Media and Livewire have launched Kayo SPORTS Stadium, a new immersive gaming experience on Roblox.
The experience launches with AFL, Cricket Australia and Supercars as the first codes, while 7-Eleven joins as the foundation brand integration partner.
First previewed at Foxtel Media’s 2026 Upfronts, the collaboration has now moved from concept to execution, marking the first Roblox experience to feature three official codes within a single environment.
Kayo SPORTS Stadium has been designed to expand the sports fan experience into the virtual world, giving brands a way to connect with audiences in a family-friendly environment during moments of excitement and focus.
The experience is built within Roblox and developed by Gamefam.
7-Eleven enters the stadium
As the foundation brand integration partner, 7-Eleven will appear inside the virtual stadium through a branded stadium store.
Adam Jacka, General Manager of Marketing, 7-Eleven, said: “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.”
PHD was instrumental in bringing 7-Eleven’s engagement with Kayo SPORTS Stadium to life, recognising the opportunity for brands to connect with sports fans through the gaming experience.
How the games work
The experience includes games based on AFL, Cricket Australia and Supercars.
In the AFL experience, fans can emulate their heroes by taking a specky or slotting a goal from 50 metres.
In the Cricket Australia experience, players can test their skills in a high-intensity net session or pull off a catch in the catching challenge.
In the Supercars experience, fans can race against the clock to set the fastest lap or prove their precision in the pit lane.
Foxtel Media on sports and gaming
Mark Frain, CEO, Foxtel Media, said the launch reflects the growing overlap between sports fandom and gaming.
“Sport has always been driven by community and shared experiences, propelling it to the height of cultural connection,” Frain said.
“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.”Livewire on play-powered performance
The launch is backed by Foxtel Media’s sport and entertainment expertise and Livewire’s gaming audience capabilities.
The companies said the experience enables partners to engage fans in active, social and sustained ways, while meeting audiences where participation and attention are already high.
Adam Fischer, General Manager, APAC, Livewire, said Roblox offers a strong environment 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,” Fischer said.
“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.”
Top Image: Kayo Stadium X Roblox