The AFL is jumping into the world of Roblox to launch its own Roblox experience that will connect fans and players alike on one of the biggest gaming platforms globally

A look at the AFL Finals level in the AFL Roblox experience. Picture: Supplied

In an Australian national sporting league first, the AFL is jumping into the world of Roblox to launch its own Roblox experience that will connect fans and players alike on one of the biggest gaming platforms globally.

Available now, the AFL Roblox experience will bring the tradition, community and passion of Aussie Rules to life in new and creative ways across three levels, providing players an immersive experience of the AFL PLAY brand, the NAB AFLW Premiership Season brand and the Toyota AFL Premiership Season brand, bringing Australian Rules Football to new audiences, including international Roblox users.

Players will have a chance to navigate green AFL PLAY Sherrins and “ball walls”, pilot through obstacles with images of popular AFLW players cheering them on, and work their way through oversized Sherrins to make it to the AFL Premiership Cup at the finish line.

Roblox is one of the world’s leading gaming platforms with an average 111 million daily active users globally, and the AFL Roblox experience will be available to players all over the world.

In Australia, there are two million monthly active users in the Gen Alpha and Gen Z age groups, with the AFL Roblox experience providing an opportunity for gamers to engage with Australian Rules Football from the comfort of the Roblox world.

The AFL is breaking into a new cultural space with this experience, and joins some of the biggest sports leagues on the platform globally including FIFA, the NFL, NBA and the NHL.

An image of the NAB AFLW level in the AFL Roblox experience. Picture: Supplied

AFL Executive General Manager Customer and Commercial Bec Haagsma said the AFL is excited to be bringing Australian Rules Football into the world of Roblox.

“We are always striving to make our game accessible and enjoyable to every household in Australia, and the AFL x Roblox experience is an avenue for us to do that in a world they already love,” Haagsma said.

“Roblox is shaping the future of entertainment, and we’re excited to create experiences that allow AFL fans and new fans alike to engage with us in different and interactive ways.Core to our strategy is more collaborations with more activities and brands that reflect a diverse and growing audience segment – AFL x Roblox does this.

“Players will be able to enjoy and experience footy within their digital playground and we look forward to seeing how the broader Roblox community engages with our game.”

The AFL has collaborated with UK-based Roblox game developers Karta Creative to develop the AFL Roblox experience, as well as specialist gaming agency, Rifle Agency to bring the AFL Roblox campaign to life.

CEO and founder of Karta Creative, Erik Londré said:

“We’re excited to bring the AFL into Roblox.  It’s a fresh way to introduce Gen Z and Gen Alpha to the sport in a world they already love to play in.”

Matt Gertenbach, Head of Partnerships at Rifle Agency said:

“We live and breathe gaming culture at Rifle, so helping the AFL become the first Aussie sporting league on Roblox is huge and exactly the kind of industry-first work we love to deliver.”

AFL Roblox is available now, with users able to sign up and experience the game for free.