FIFA has announced a partnership with online game platform Roblox to offer free-to-play access to FIFA World.

A virtual environment that aims to ‘celebrate the power of football and the rich history of its pinnacle events’, the pair have created a new online immersive experience for all football fans to mingle in social spaces.

Launching today, consumers will also be able to earn rewards and collect exclusive virtual items through various skill games and multiple collectors’ challenges, the organisations outlined.

FIFA Chief Business Officer, Romy Gai, said: “As part of our commitment to grow football and develop ways for new fans to engage with the sport, FIFA’s immersive experience on Roblox will provide football fans with a hugely exciting new way to interact with friends, celebrate the rich culture and heritage around the world’s biggest sports competition, and demonstrate their creativity and national pride through various features and mechanics.

“FIFA believes that such a multi-layered experience will result in a truly inclusive and fun gameplay – in turn, engaging new and existing football fans from across the globe, as well as promoting the values of the sport to an even broader audience.”

Furthermore, FIFA World will host bespoke video content built from FIFA+’s library, alongside in-game events, whilst footballers Pedri and Lena Oberdorf will also feature in the experience.

“We believe discovering and enjoying events together with friends from all over the globe is a unique experience that often can’t be replicated in the physical world,” added Christina Wootton, VP Global Partnerships at Roblox.

“With FIFA World, fans are able to come together to celebrate and express their fandom with one another, support their favourite teams, and get access to FIFA’s top sporting events year round.”

Previous articleUCI Track World Championships create ‘immersive stadium experience’ with Nokia
Next articleCincinnati Reds hopes to ‘draw visitors’ following BetMGM alliance