Toikido is teaming up with UEFA to bring the excitement of UEFA Euro 2024 to its popular Roblox game, Piñata Smashlings.
The collaboration introduces official mascot Albärt and the Euro 2024 Football Island to the world of Piñata Smashlings as a special event from 15 May through to 14 July, offering an immersive stadium experience filled with football-themed games, piñatas, treasures and the chance to level up and earn in-game currency.
Piñata Smashlings is fully embracing the buzz surrounding Euro 2024 and aims to support UEFA in its mission to inspire young audiences to emulate their tournament heroes and live a physically active lifestyle.
UEFA’s EURO 2024 Make Moves initiative fronted by Albärt and Germany star Jamal Musiala is currently rolling out across thousands of schools and clubs across Europe. The addition of the game integration into Piñata Smashlings ensures the tournament reaches and inspires young audiences in both their real and virtual playgrounds.
Players on EURO 2024 Football Island will stay connected to the tournament via in-game digital screens, which will display live Euro 2024 match scores, enhancing the connection between virtual and physical play. The fan zone within the game will provide a space for players to celebrate their favourite teams and tournament moments.
Furthermore, fans who purchase the official Albärt plush will also be able to unlock exclusive digital rewards in-game, including a unique Albärt Smashling.
Adding to the immersive experience, adidas will feature a digital pop-up store and sponsor mini games themed around its adidas Predator, F50 and Copa football boots within the game. These integrations offer unique gameplay experiences and opportunities for user-generated content, blending the Piñata Smashlings Euro 2024 experience and adidas’ own Roblox presence.
“Euro 2024 has the potential to inspire millions of girls and boys to play football and live healthy and active lifestyles, so it is important for us to take the tournament to the platforms and spaces they already occupy,” commented Guy-Laurent Epstein, marketing director at UEFA. “Together with Toikido and Piñata Smashlings we have created a captivating football experience that bridges the virtual and the physical which we hope will attract young audiences to our sport.”
Darran Garnham, ceo at Toikido, added: “We’re ecstatic to bring the spirit of Euro 2024 into the vibrant world of Piñata Smashlings. This partnership not only introduces our players to the thrilling world of football, but also marks a significant milestone in blending digital entertainment with real-world sporting events. It’s about creating memorable experiences that resonate with our audience, and with Albärt leading the way, we’re excited to see fans come together to celebrate their love for the game.”
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