New Delhi: The Bundesliga has taken a major leap into the digital world by becoming the first European football league to enter Roblox. This groundbreaking move is part of the league’s winter campaign, aiming to connect with younger audiences through gaming and interactive experiences. By collaborating with Build a Rocket, a global gaming agency, the Bundesliga has created five unique activations that combine sport and gaming.
These activations include dynamic obstacle courses (obbies) and a free-kick simulator, providing fans with engaging ways to explore football virtually.
Connecting football and gaming
Watch out football fans ⚽️! Bundesliga is coming to Roblox with @kartacreative behind the development. $RBLX pic.twitter.com/rfeXlKrFRT
— BLOXZ MEDIA (@BloxzMedia) January 14, 2025
From 16 January 2025, the Bundesliga Clubhouse has been live on Roblox, allowing fans to interact with exclusive in-game items and connect with Bundesliga content. The platform also features league partners like ESPN and Topps, who are actively engaging users through creative integrations.
This move aligns with changing consumption habits among younger audiences, particularly Generation Z, who prefer digital and interactive platforms over traditional TV broadcasts.
Chief Marketing Officer Peer Naubert highlighted the importance of adapting to these shifts, stating, “Roblox is a key global platform for younger fans. This activation gives us another chance to turn interest into a deeper love for the Bundesliga.” The partnership has already seen success, with the virtual Clubhouse attracting over 1.3 million visits within its first four days.
Roblox’s user-generated content platform, boasting 380 million monthly active users, allows fans to collect exclusive items, personalise avatars, and dive deeper into the Bundesliga universe. By merging gaming and sports, the DFL aims to keep football exciting for its younger audience while fostering global connections.
This activation isn’t just about engaging new fans; it’s about creating lasting relationships. As part of the broader ‘Football As It’s Meant to Be’ winter campaign, the DFL continues to lead the way in innovation, ensuring the Bundesliga stays relevant in an ever-evolving digital landscape.
With 1.3 million visits in four days, the Bundesliga Clubhouse on Roblox combines sport and gaming. Fans enjoy personalised avatars, engaging content, and new ways to connect with German football. Football Sports News: Latest Cricket News, Cricket Live Score, Sports Breaking News from Sports Today
