Football governing body FIFA has strengthened its push into digital-first fan engagement by expanding its partnership with Roblox, launching FIFA Super Soccer as its official gaming experience on the platform in a FIFA World Cup year.
The multi-year partnership extension underscores FIFA’s strategy to reach Gen Z and Gen Alpha audiences through always-on digital environments, as the organisation builds momentum toward the FIFA World Cup 2026 (June 11-July 19). The new experience has been developed in collaboration with metaverse media company Gamefam and replaces Roblox title Super League Soccer.
Roblox, which now attracts more than 151 million daily active users spending close to three hours a day on the platform, has become an increasingly important space for sports organisations looking to connect with younger fans outside traditional broadcast and social channels. FIFA’s expanded presence reflects a wider industry shift toward platforms where audiences actively participate rather than passively consume. Others to have used Roblox include NFL, Formula E and Germany’s Bundesliga.
FIFA Super Soccer allows players to compete using official national teams and clubs, take part in live events aligned with major football competitions, and unlock branded virtual items tied to FIFA and the FIFA World Cup. The game is positioned as a year-round destination, rather than a campaign-based activation, with content updates linked to real-world football moments and tournaments.
Commercially, the experience also opens opportunities for brands. An early example is the adidas Football Festival, a four-week in-game event featuring 14 adidas-partner clubs including Flamengo, Boca Juniors, Club América, Union Berlin and Al Nassr. FIFA has signalled that further brand integrations will follow as the platform evolves.
Christian Volk, director of gaming and esports at FIFA, said the partnership reflects the organisation’s broader gaming and digital strategy. “Roblox has shown us how powerfully it can bring fans together and expand football culture,” he said. “Working with Gamefam allows us to build a genuine football space on the platform and create authentic experiences for fans as we look toward the FIFA World Cup 2026.”
The move builds on engagement metrics from earlier collaborations. During the FIFA Club World Cup 2025, a limited-time takeover of Super League Soccer became the biggest official football activation on Roblox to date, generating 20 million gameplay sessions and 5.5 million hours of engagement. FIFA says 61% of surveyed players indicated the experience made them more likely to watch the real-world tournament, highlighting the platform’s potential to drive crossover interest.
Roblox sees the partnership as part of a broader trend toward sports becoming continuous digital communities rather than event-based touchpoints. Lisa Willett, senior director of global strategic partnerships at Roblox, said leagues and brands increasingly view the platform as a 365-day engagement channel.
Gamefam, which averages 9.5 million monthly active users across its flagship titles, positions FIFA Super Soccer as a cornerstone of FIFA’s digital roadmap. Chief business officer Ricardo Briceno said Roblox’s scale among Gen Z and Alpha audiences makes it a natural home for the next phase of global football fandom, particularly as FIFA prepares for what it expects to be its biggest World Cup yet.
