Concacaf’s first foray into Roblox is also a first for the massive gaming platform -- the unveiling of a mascot for one of its game’s events.
Working with the Gamefam development studio and Marvel (which recently created characters for the NHL’s Stadium Series), Concacaf is bringing a mascot, Volar, to Super League Soccer on Roblox. It’s the first time a sports entity has used Roblox to unveil a mascot. Marvel created the backstory for Volar (a seabird that protects fans and represents the diversity of the federation’s 41 nations with flag-like feathers) for Concacaf. The activation runs from today to Thursday, April 10, though Volar will be appearing at events such as the men’s and women’s Champions Cups, the 2025 Nations League Finals and Gold Cup and the 2026 FIFA Men’s World Cup (along with other appearances). The federation worked with Sportfive and Misfits for this activation, with AthLife handling Marvel’s involvement.
This is an engagement/new fan development play for Concacaf, as it’s targeting the Gen Alpha/Z cohort, which often spends two hours or more on Roblox a day (per Roblox), with 43% of engagement from league-branded Roblox experiences happening during the offseason. Super League Soccer gets 760,000 daily visits, per Gamefam. Roblox itself has more than 200 million monthly active players, with 67% of them under 16.
“We’re targeting young sports fans. Nearly half of Super League Soccer’s audience is 12 and under, making it an ideal platform to introduce Volar and Concacaf at an early age,” Philippe Moggio, general secretary of Concacaf. “Engaging this demographic helps build long-term affinity for the Volar IP.”
This is also the first tie-up for Concacaf and Marvel, which Moggio termed as “an exciting opportunity to develop Volar’s narrative in a compelling way.”
STRATEGIC UNDERTAKING: The phrase “meeting fans where they are” crops up in so many sports industry conversations. And when it comes to gaming, there’s no “one place” to reach players in a fractured environment that includes tens of millions playing Fortnite, Roblox, League or Legends, EA Sports’ and 2K Sports’ products or a multitude of mobile games (even if Gen Alpha is playing less, per research from tracking firm Circana). Like many others, Concacaf views Roblox as an ideal place to engage with children 12 and under, and as a free-to-play platform, it’s a place more U.S. players could be spending time as tariffs and a potential recession hit their (and their parents’) wallets. The live service games already dominate playtime on consoles and mobile.
EXPANDING THE SPORTS STABLE: As a studio that makes experiences for platforms like Roblox, Gamefam has plenty of experience working on sports games for clients such as the NFL, FIFA, Monster Jam and Paramount/Nickelodeon. Concacaf gives it another route into global soccer.
“Through these collaborations, we’ve seen firsthand that today’s young fans aren’t just watching sports -- they’re playing, creating and interacting in digital spaces,” said Gamefam Chief Business Officer Ricardo Briceno. “Our work has shown that by bringing sports properties into these interactive worlds, we can deepen Gen Z and Alpha’s connection to leagues, teams and athletes in a way that traditional media can’t replicate. Ultimately, sports brands that don’t establish a presence in the metaverse risk missing an entire generation of fans.”
