Chivas de Guadalajara released its first fully original video game on September 18, 2026, marking a shift from licensed cameo appearances in other titles to a standalone digital product the club owns outright. The mobile release, called “Pa’ La Cancha,” is now available for download and gives the Liga MX giant its own footprint in the gaming market for the first time.
The game was built over eight months by independent studio Programenso Studios, working with gaming agency Playbook House, which structured the partnership between the two organizations. Rather than a licensed simulation of matches, the chivas game centers on the walk to the stadium itself: players dash, dodge obstacles and rack up kilometers as they make their way toward Estadio AKRON, the venue that will also host matches during the 2026 FIFA World Cup.
The launch fits into a broader push by Chivas to expand beyond the pitch into digital formats that keep fans engaged between matchdays, with the club promising content updates in the months ahead. It also lands at a moment when Liga MX clubs are increasingly experimenting with apps, esports arenas and fan-loyalty tools to hold attention in a crowded sports media market.
What the Game Is and Why It Exists
Chivas describes “Pa’ La Cancha” as an outgrowth of its “Mexicanos con Valor” philosophy, the club’s long-running emphasis on developing homegrown talent rather than relying on foreign investment or licensing. Applying that same logic to gaming, the club opted to commission a fully owned product instead of paying for a branded appearance inside an existing title.
A Different Model From Past Video Game Deals
Previously, Chivas’ presence in gaming was limited to branded content inside third-party franchises. This release is described as the first video game built from the ground up for a Mexican soccer club, with Chivas holding complete intellectual property rights rather than licensing its name and likeness to an outside developer.
The Gameplay Concept
The chivas game is aimed at “Chivahermanos,” the club’s fan base, and is designed around something instantly familiar to any regular attendee: the buildup and momentum of heading into the stadium before kickoff. Players progress by moving faster, clearing obstacles and accumulating distance, a mechanic meant to translate matchday adrenaline into a simple mobile format playable by fans of any age.
Where Fans Can Play It Beyond Their Phones
Alongside the mobile download, Chivas is bringing the game into its physical Esports Arena during home matches at Estadio AKRON. There, fans will be able to compete head-to-head or attempt to beat scores set by current players on the roster, with prizes awarded to top performers.
| Feature | Details |
|---|---|
| Release date | September 18, 2026 |
| Platform | Mobile devices |
| Developer | Programenso Studios |
| Strategic partner | Playbook House |
| Development time | 8 months |
| In-venue activation | Chivas Esports Arena at Estadio AKRON |
Background on the Partners
Programenso Studios, the developer behind the project, has previously released titles including “Poggy Splash,” “Dance & Seek” and “Void Rider.” Playbook House, meanwhile, positions itself as a gaming-focused agency in Mexico that builds purpose-driven campaigns connecting brands with audiences, and it was responsible for brokering the collaboration between Chivas and the studio.
Executives Frame It as a Long-Term Bet, Not a One-Off
Santiago Montes, Chivas’ Sr. Manager of Strategic Planning and Commercial Innovation, said the club’s commercial strategy rests on two pillars: deepening the connection with fans and finding new ways to grow the brand, and that the game reflects a decision to “innovate with purpose” rather than simply chase a new format. Abby Abud, CEO of Playbook House, said the agency’s core goal is transforming digital entertainment through strategic partnerships, while Programenso Studios’ Yuls noted the team built what it calls the first native game for a Mexican soccer club within an eight-month development window that included the creative process.
Chivas has not detailed specific content update plans beyond confirming that new material is coming, so what evolves in the game over the following months remains to be seen. Founded in 1906, the club says it has more than 40 million followers across Mexico and the United States, with 12 Liga MX titles and seven Campeón de Campeones honors to its name, giving the new release a built-in audience if it can hold fan attention past launch week.
