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UEFA launches hat trick heroes in Metaverse game for Women’s Euro 2022


With the UEFA Women’s Euro kicking off in the month of July, UEFA has unveiled the tournament’s mascot’s hat-trick heroes who will make their debut in the metaverse game Roblox.

The trio of mascots Kai, Robyn, and Ashley will appear as interactive characters in the ‘The Road to UEFA Women’s EURO’ game on Roblox. With a platform of over 50 million daily active users- of which 50% are children under the age of 12, UEFA has taken the initiative to establish its presence on Roblox with the objective of grabbing the attention of young users on the platform.

UEFA initiative with Roblox

This initiative would see the creation of a virtual game complemented by a skills challenge and it will feature an educational video series where the trio of mascots will showcase their own unique personality such as Robyn no 10- blessed with skills, Ashley hattrick captain and number 7- strength, and Kai number 4- intelligence.

In the video series, they will appear alongside twelve of European football’s biggest names including current UEFA Women’s Player of the Year Alexia Putellas (Barcelona FC), 2017 UEFA Women’s EURO winner Vivianne Miedema (Arsenal FC) and UEFA Women’s EURO 2022 host Lucy Bronze (Manchester City FC). The video series will be uploaded on YouTube and it will be shared with schools across Europe through the UEFA Football in School program.

What has been said

“The UEFA Women’s EURO promises to be a record-breaking tournament,” “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 new gaming experience will capture the imagination of children and get them to interact with football and the Women’s EURO in a way that we have never explored before” Guy-Laurent Epstein, Marketing Director at UEFA.

The creation of this unique campaign aims to inspire young children below the age of 12 to play and engage with football. The mascots will take the help of international players to understand better the skills needed to become a goalkeeper, defender, midfielder or forward. The mascots would also teach them the importance of having a good mindset for football and life.

The hat-trick mascot campaign supports one of the main goals of the UEFA women’s football strategy which is to double girl’s and women’s participation in football by 2024.

Learn more about Linkedin being named as national sponsor for the Women’s Euro 2022