Roblox game studio Gamefam announced today it is collaborating with FIFA to bring the FIFA Club World Cup 2025 to its game Super League Soccer. The two are holding a major event within the game leading up to the Club World Cup to raise the tournament’s profile with Roblox’s Gen Z and Alpha-aged audience. All 13 of the participating football clubs are playable in Roblox for the first time, with the event set to kick off on June 14 and running through July 13 alongside the real Club World Cup.
According to Gamefam, the virtual Club World Cup will mimic the real deal, with in-game ads and signage to show FIFA’s sponsors and virtual merch for players like branded items and cosmetics from both FIFA and Adidas. It will also follow the Club World Cup, with the in-game bracket updated as the real matches are completed.
Ricardo Briceno, Gamefam’s Chief Business Officer, told GamesBeat in an interview: “Working with FIFA isn’t just another brand activation for us. It’s uniquely meaningful. At Gamefam, we regularly have the privilege of collaborating with leading global IPs, but FIFA stands apart as the pinnacle of both global football and global sport. The weight of that legacy and the passion behind it make this partnership feel more like a cultural moment than a marketing campaign. This collaboration carries a depth and resonance that’s rare on Roblox, and it reflects our shared goal with FIFA: to redefine how the next generations fall in love with and experience the beautiful game.”
Bringing the Club World Cup to Roblox’s young audience
This is the second collaboration between Gamefam and FIFA. The first was in November, where they revealed the virtual Club World Cup Trophy reveal, which received 5.5 million visits and 70 million minutes of engagement in three days — the biggest soccer event in Roblox, according to the developer. 84% of players who attended the event said they planned to follow the tournament after this, and the Club World Cup activation gives them a chance to do so within Roblox.
In addition to the sponsors and the connection to the real-world tournament, the virtual Club World Cup gives players a chance to participate in their own tournament. They can earn points both by winning and by successfully completing challenges.
Briceno added, “With Gen Z & Alpha spending an average of 2.4 hours per day on Roblox, it’s no surprise that Roblox has become a magnet for sports IP: the NBA, NFL, NASCAR, and now FIFA have all recognized its potential to engage the next wave of fans. Moral of the story is… sports properties must activate on Roblox to ensure relevance for decades to come.”
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