The biggest Brazilian football experience on Roblox — and Grupo Globo's debut in the metaverse, launched during the 2022 World Cup in Qatar. We built a world that connects Sportv — whose paying audience skewed heavily 35 to 80 years old — to Gen Z and Gen Alpha, inside the world of gaming.
The starting point was a real pain point for Sportv: reaching a younger audience. The channel's audience skewed 35 to 80 years old — people with real purchasing power — while younger viewers had almost no connection to the brand. In 2022, with everything pointing to the metaverse, I dove into the topic to understand the possibilities and how to connect a pay-TV channel to that generation. The answer was to build a world of our own inside Roblox — Sportv's own land, SportvLand — to build that bridge with younger audiences.
Themed arenas, trading goals scored for your favorite team's items, and weekly friendlies. A brand bet that paid off — and is still live today.
View on Roblox →
