FIFA & Gamefam Inspire Fandom With #1 Soccer Event On Roblox

Objective

FIFA Club World Cup 2025 was expanding from 7 to 32 teams for the first time, creating an unprecedented global sports event. The brand needed to engage Gen Z and Gen Alpha audiences—who spend over two hours daily on Roblox—and generate excitement for the tournament before its June 2025 launch across six continents.

Solution

FIFA partnered with Gamefam to launch a limited-time event in Super League Soccer on Roblox (June–July 2025). Players could compete using 13 official tournament clubs for the first time, including Manchester City, Borussia Dortmund, and Boca Juniors. The experience replicated real-world tournament atmosphere through official branding, sponsor presence, virtual merchandise, and pitch-side signage. Players completed unique challenges tied to winning matches and scoring goals to earn points, unlocking exclusive FIFA Club World Cup-branded gear and live tournament content. The activation tapped into Super League Soccer's existing scale — over 725 million visits to date and 550K average daily gameplay sessions — to reach Gen Z and Gen Alpha audiences. This expanded an earlier Trophy Reveal activation (November 2024) that had reached 5.5 million visits and 70 million minutes of play in three days.

Results

The Trophy Reveal event achieved 5.5 million visits and 70 million minutes of engagement in three days, becoming the #1 soccer event in Roblox history. 84% of surveyed players indicated they planned to follow the tournament.