Riley Malins

What do five action sport avatars and a University of Waikato alum have in common? The desire to inspire New Zealand tamariki to get active and gain confidence.

Riley Malins, a University of Waikato business graduate, is a co-founder of Avatars Global, a production house crafting animated virtual content.

The company’s latest development is Team XYZ (Xtreme Youth Zone), an immersive game experience designed to support and educate children on the importance of their physical and mental wellbeing.*

“Every child who uses the game selects their action sport avatar,” explains Riley. “They can choose from a skateboarder, surfer, inline skater, BMX champion, or a snowboarder. Their avatar will give them tips to stay active, how to improve their technique in their chosen sport, set the personalised challenges to stay physically and mentally fit, and reward them when challenges are complete.”

Riley, an avid adventurer himself, knows just how valuable physical activity is in providing lessons of resilience, teamwork, and motivation. He is revelling in the opportunity to truly make a difference using the latest in digital technology.

“Team XYZ is designed to captivate and educate children through the creation of their own digital best friend, building confidence and encouraging health living,” explains Riley. “It can genuinely make a difference in the lives of unhealthy children.”

Supported by Ministry of Awesome Manatū Mīharo, which is helping Kiwi startups to gain traction and go global, Team XYZ is currently seeking $2million in seed funding – Riley’s job is to tell the story.

My main role is raising brand awareness for both Avatars Global and Team XYZ, which includes media appearances, online marketing campaigns, website development, and partnership opportunities. I also serve as the company copywriter and lead narrative design, so I’m responsible for creating any necessary storytelling documents, whether they be corporate or creative.

It’s a role Riley is well-equipped for, having completed a Bachelor of Business degree at Waikato Management School, majoring in Public Relations and Strategic Management.

It was a second crack at his degree for Riley, who chose to study at Waikato because it was close to home and his support network. He wanted to prove to himself that he could focus on and apply himself to his studies, and that he did.

“My studies prepared me to tackle problems with a creative approach and gave me the tools to understand the marketing game. Winning the 2021 Waikato Management School Case Competition also prepared me for my entrepreneurial journey,” Riley says.

“After an internship at the Waikato Chamber of Commerce, I started my own digital marketing business, then moved into the tech field as a writer for Non-Fungible Labs (now Futureverse). This company was a leader in AI and metaverse experiences and proved to be an introduction to my colleagues and co-founders at Avatars Global.”

Riley’s desire is to chase philanthropic pursuits, but for now Avatars Global and Team XYZ give him significant career enjoyment.

“As a co-founder of Avatars Global, every little win, no matter how small, gives me immense satisfaction. The thrill of being at the forefront of an emerging market, and competing to carve out a slice, is also very rewarding.”

*This aligns with the United Nations’ Sustainable Development Goals, in particular SDG3 (Good Health & Wellbeing).