The German Football League (DFL) has confirmed that the Bundesliga will enter the Roblox virtual world across the winter campaign.
Working alongside the international gaming agency Build A Rocket, the DFL will launch five activations on Roblox to engage with younger fans and boost its overall digital presence.
Becoming the first European sports league to enter the Roblox virtual world, the DFL has developed five integrations, including four ‘obbies’ which require fans to think strategically and use skill as they go through various obstacle courses. There is also a free-kick simulator integrated into the Bundesliga Clubhouse on Roblox.
In the virtual Bundesliga Clubhouse, fans can collect exclusive UGC items to personalise their avatars and interact with additional Bundesliga content. DFL partners ESPN and Topps will also have a presence in the game lobby, with further opportunities to interact with the respective 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 collaboration with Roblox demonstrates a concerted effort from the DFL and Bundesliga to engage with its Gen Z and younger audiences through digital means due to the shift in consumer behaviour from these demographics.
Whilst older generations will have only consumed football on traditional TV, younger fans of recent years have flocked to digital platforms such as interactive games and social media to follow and engage with their favourite players and teams.
It appears that the DFL Roblox partnership is already becoming a success. Having launched on 16 January, in its first four days, the Bundesliga Clubhouse has generated more than 1.3 million visits.
Furthermore, as part of its winter campaign, the DFL is promoting the start of the Bundesliga second half of the season under the title ‘Football As It’s Meant To Be’. The aim is to ignite and sustainably strengthen enthusiasm for the Bundesliga among fans, with the Roblox activation focused on its younger audiences.
Speaking on the impact gaming can have on sports engagement, 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.”