By John Glenday | Reporter

April 14, 2022 | 2 min read

Uefa is building anticipation for the Women’s Euros 2022 with the unveiling of a trio of virtual mascots to star in the Roblox online game platform.

Kai, Robyn and Ashley have been developed by metaverse games maker Dubit to appear as playable characters in its ‘The Road to Uefa Women’s Euro’ game.

Supported by a YouTube edutainment series, the interactive title will be distributed to schools across Europe, enabling pupils to take control of their customizable avatar to undertake a series of skills challenges such as obstacle courses.

Alongside the created characters 12 real-world players will also take part, including Manchester City star Lucy Bronze, Barcelona’s Alexia Putellas and Vivianne Miedema of Arsenal, to help introduce children to the sport.

Guy-Laurent Epstein, marketing director at Uefa, said: “We hope our new 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.

“But of course, we want them playing football in real life as well as engaging online. We hope that by also putting Europe’s best players at the heart of this campaign alongside our Hat Trick mascots, we will give girls and boys across Europe new heroes to emulate.”

The Hat Trick mascot initiative has been born out of a desire by Uefa to double the participation of girls and women in football by 2024.

Marketing Brand Strategy UEFA

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