Guadalajara, Jalisco, September 18, 2026.- Chivas announces the launch of its official video game, available for download on mobile devices starting today. It is the first video game created from the ground up for a soccer club in Mexico: a 100 percent Chivas-owned intellectual property, distinct from the brand appearances the club has previously had within other video games.
This project reflects our Mexicanos con Valor philosophy, one of the pillars that distinguishes Club Deportivo Guadalajara as a permanent promoter of national talent. Pa’ La Cancha is the result of a partnership between Chivas, development studio Programenso Studios and agency Playbook House, responsible for the strategic connection that made this collaboration possible.
Created for Chivahermanos, the video game is inspired by the excitement experienced by our millions of fans on their way to the stadium. In each game, players of all ages will be able to speed up, overcome obstacles and accumulate kilometers as they make their way to the pitch. A dynamic and fun experience that brings to the digital world what it feels like in the build-up to supporting the Rebaño Sagrado.
As part of the launch, throughout all Chivas home matches, our fans will be able to play Pa’ La Cancha at the Chivas Esports Arena. In this space, Chivahermanos will be able to compete against one another and try to accumulate the most kilometers or beat the marks set by some of the team's players in order to win different prizes.
"From the commercial area, Chivas works around two strategic pillars: connecting with our fans and seeking new ways to develop the brand. Under that directive, and aligned with the Club's vision of promoting Mexican talent and reinventing ourselves before anyone else, we decided to bet on 'Pa' La Cancha.' In the end, we believe that innovating with purpose is not just about creating a new format; it's about inhabiting it," said Santiago Montes, Chivas' Sr. Manager of Strategic Planning and Commercial Innovation.
"Transforming the digital entertainment industry through strategic partnerships is our main purpose today," said Abby Abud, CEO of Playbook House, regarding the agency's role.
"We are the video game studio that created the first native game for a soccer team in Mexico, with a development time of 8 months, including the creative process," said Yuls of Programenso Studios.
Our Pa’ La Cancha video game, which will feature content updates over the coming months, is part of Club Deportivo Guadalajara's strategy to create new experiences in digital formats that can bring fans closer to the team they love.
About Club Deportivo Guadalajara
Also known as Chivas de Guadalajara, it is a professional soccer team based in Guadalajara, Jalisco, that competes in Liga MX. Founded in 1906, it is the most popular and beloved club in Mexico and the United States, with more than 40 million followers. The club has won 12 Liga MX titles, 4 Copa MX trophies and has been Campeón de Campeones 7 times. In Liga MX Femenil, Chivas has won 3 titles, 2 Liga titles and 1 Campeón de Campeones. The home venue of the team, also known as the Rebaño Sagrado, is Estadio AKRON, the most modern and innovative stadium in Mexico, certified to the highest international standards and a venue for the 2026 FIFA World Cup. For more information, please visit www.chivasdecorazon.com.mx
About Programenso Studios
Programenso Studios is the independent video game studio responsible for the full development of the first native video game for a soccer club in Mexico, from concept to product in 8 months. Its portfolio includes titles such as “Poggy Splash,” “Dance & Seek” and “Void Rider,” video games that can be adapted for different brands.
About Playbook House
Playbook House is a pioneering gaming agency in Mexico specializing in digital entertainment, focused on transforming the relationship between brands and audiences through purpose-driven campaigns.
