January 22 – The Bundesliga has broken new ground by becoming the first European football league to launch a presence on Roblox, the virtual gaming platform with a global user base of over 65 million daily active players. The move is designed to connect with younger fans, providing them with an interactive way to engage with the league.
From January 16, the Bundesliga’s “Clubhouse” has been live on Roblox, featuring five game experiences, including obstacle courses and a free-kick simulator.
In its first weekend, the Clubhouse attracted over 1.3 million visits, showcasing the platform’s potential to reach Generation Z audiences on a massive scale.
The initiative is part of the Bundesliga’s winter campaign and was developed in partnership with gaming agency Build a Rocket and development studio Karta. Beyond gameplay, fans can collect virtual items to personalise their in-game avatars and explore Bundesliga content in a dynamic digital environment.
The league’s partners, including ESPN and Topps, are also integrated into the virtual space, creating opportunities for brand interaction. This approach not only enhances fan engagement but reinforces the Bundesliga’s reputation as a digital innovator among Europe’s top leagues.
Roblox is one of the leading platforms in the field of user-generated content (UGC) with over 380 million monthly active users worldwide. With the activation on Roblox, the DFL is reaching Generation Z in particular and utilising the creative possibilities of the platform to establish the ‘Bundesliga’ brand in a dynamic environment for the long term.
Alexander Albrecht, Managing Director of Build a Rocket, explains: “The fusion of sport and gaming is a key driver for innovative 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.”
The DFL’s Roblox activation illustrates how traditional sports formats and digital worlds can merge to inspire new target groups and appeal to existing fans in innovative ways.
Bundesliga International Chief Marketing Officer Peer Naubert said: “Given the ever-changing consumption habits of our younger target audiences, it is critical that we remain engaged and follow the shifts in trajectory, in order to continue delivering innovative opportunities for them to connect with the Bundesliga. 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.
“For many years, fans – particularly globally – have found their favourite German team through games and activations off the pitch that can begin a life-long love affair with the league. Alongside our partners Topps and ESPN, the goal is to help fans find that spark, which turns from interest into avid fandom, and we believe that with Build a Rocket, this latest collaboration on Roblox can provide another platform for this.”
Contact the writer of this story, Harry Ewing, at moc.l1737559507labto1737559507ofdlr1737559507owedi1737559507sni@g1737559507niwe.1737559507yrrah1737559507