Building the next generation of sports fans block by block.

In the ever increasing battle for consumer attention, reliance on insights and tactics is key to generating breakthrough creative. Teams and leagues are no different and converting Gen Z into sports fans is crucial for their survival. As less and less kids opt in to play sports, the traditional way conversion happened, we had to find a way to meet them where they are at. Enter the metaverse, where where we created an entire hockey universe in Minecraft to get kids considering the game of hockey.

A generation of digital natives, Hockeyland gave users the opportunity to explore and create the world of hockey while taking part in ‘challenges’ to keep them engaged.

With an MAU of 90mm Minecraft was the perfect trojan horse to help get kids thinking about hockey.