Roger Hampel
Photo Credit: DFL
The Bundesliga has become the first European football league to establish a presence on Roblox., a global gaming platform known for its extensive user-generated content (UGC) community. Launched on January 16, 2025, this innovative collaboration between the DFL Deutsche Fußball Liga and international gaming agency Build a Rocket aims to engage younger audiences and expand the league's global reach.
A New Dimension for Fan Interaction
The campaign includes five distinct experiences on Roblox, including four challenging obstacle courses (‘obbies’) and a free-kick simulator. Designed in collaboration with the development studio Karta, these experiences blend gaming and football to provide fans with immersive, interactive engagement. Over its debut weekend, the Bundesliga Clubhouse on Roblox garnered over 1.3 million visits, demonstrating the platform’s potential to connect with Generation Z audiences.
At the heart of the campaign is the virtual Bundesliga Clubhouse, a hub where fans can collect exclusive UGC items to personalize their avatars and access additional Bundesliga content. The Clubhouse also features activations from league partners, such as ESPN and Topps, enhancing the experience with branded interactions.
Bridging Sports and Gaming
The Roblox activation is part of the Bundesliga's broader winter campaign, themed "FOOTBALL AS IT’S MEANT TO BE." This initiative aims to ignite passion for German football while fostering long-term fan engagement. Peer Naubert, Chief Marketing Officer at Bundesliga International, emphasized the importance of adapting to changing consumption habits:
"Roblox is one of the most popular platforms for young people globally, and as the first European league to activate, we see another great chance to reach new and existing Bundesliga fans. Alongside our partners Topps and ESPN, the goal is to help fans find that spark, which turns from interest into avid fandom."
Leveraging Roblox’s Popularity
Roblox, with over 380 million monthly active users, is one of the leading platforms in UGC and virtual interaction. This collaboration allows the DFL to tap into the creative potential of the platform and establish the Bundesliga brand in a highly dynamic digital space. The campaign aligns with the league's strategy to engage Generation Z, utilizing innovative tools to inspire interest in football.
Alexander Albrecht, Managing Director of Build a Rocket, highlighted the fusion of sport and gaming as a catalyst for fan engagement:
"With the DFL activation on Roblox, we offer a scalable experience that not only entertains but also immerses fans deeper into the world of the Bundesliga. Our vision is to harness the metaverse as a platform for global brands – and the DFL is setting an impressive example here."
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