spot_img

DFL enters into agreement with Roblox to enhance fan engagement

Bundesliga will join the Roblox virtual world for the winter season as a result of this agreement.

The organising body of Bundesliga and Bundesliga 2DFL Deutsche Fußball Liga has announced a new partnership with an online game platform and game creation system, Roblox.

Bundesliga will join the Roblox virtual world for the winter season as a result of this agreement. Working with the game agency Build A Rocket, the DFL will execute five Roblox activations to interact with younger fans and increase its overall digital presence.

The DFL became the first European sports league to enter the Roblox virtual world, developing five integrations, including four ‘obbies’ that encourage fans to think tactically and employ talent as they navigate various obstacle courses. In addition, the Bundesliga Clubhouse on Roblox has a free-kick simulator.

In the virtual Bundesliga Clubhouse, fans can gather unique UGC items to customise their avatars and engage with more Bundesliga content. DFL partners, ESPN and Topps, will also be present in the game lobby, providing additional possibilities to connect with the relevant brands.

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.”

The association with Roblox reflects the DFL and Bundesliga’s concerted endeavour to interact with their Gen Z and younger audiences via digital methods in response to the shift in consumer behaviour among these generations.

While earlier generations may have only watched football on traditional television, younger fans have recently turned to digital channels such as interactive games and social media to follow and communicate with their favourite players and clubs.

Notably, the Bundesliga Clubhouse opened on January 16 and has had over 1.3 million visits in its first four days. Additionally, the DFL is using the title “Football As It’s Meant To Be” to promote the opening of the Bundesliga second half of the season as part of its winter campaign. With an emphasis on its younger audiences, the Roblox activation seeks to rekindle and sustainably develop fans’ passion for the Bundesliga.

Alexander Albrecht, Managing Director of Build a Rocket, said, “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.”

Related Articles

Latest Articles