Club World Cup Takeover In Super League Soccer
Read the story- Brand
- FIFA
- Year
- 2024
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Racing & Sports
- Platform
- In-Game
- Agency
- Gamefam
Objective
FIFA was expanding the Club World Cup from 7 to 32 teams and needed to build demand among an audience that largely doesn't watch soccer — only 9% of Gen Z and 14% of Gen Alpha call themselves avid fans. With that audience spending over two hours a day on Roblox, FIFA needed a way to grow a young fan base ahead of the 2026 World Cup and 2027 Women's World Cup, and to reach it through a free, no-barrier experience rather than broadcast promotion.
Solution
Instead of building a standalone branded island, FIFA moved into a game its target audience already played: Gamefam's Super League Soccer, Roblox's top soccer title. In November 2024, players logged in to find the actual FIFA Club World Cup trophy unveiled inside the game days before its real-world reveal, with a limited-run trophy item to claim. The following June, the game turned into a full tournament companion: players picked from 13 real Club World Cup clubs — playable on Roblox for the first time — ran out under official branding and sponsor boards, scored points for in-game actions, and watched a live bracket update with real match results as the tournament progressed. Along the way they could unlock and equip branded FIFA and adidas gear for their characters.
Results
The trophy-reveal event drew 5.5 million gameplay sessions and 70 million minutes of brand engagement in three days, with 84% of players saying they planned to follow the FIFA Club World Cup 2025 afterward. The June–July tournament takeover added 20 million gameplay sessions and 5.5 million hours of engagement, with 61% of surveyed players saying the game made them plan to watch the tournament. This ran on top of Super League Soccer's existing base of 725 million lifetime visits and roughly 550,000 daily gameplay sessions. The limited-edition trophy item — 32 units at 10,000 Robux each — sold out and now resells at a floor of 190,000 Robux. The campaign's results led FIFA to rebrand the game itself as FIFA Super Soccer in December 2025, making it FIFA's official Roblox title.
- 1
Players open the free Roblox experience Super League Soccer from console, PC, phone, or tablet, with no separate install or purchase needed to enter.
- 2
Instead of a generic lobby, the arena is dressed as an official FIFA Club World Cup venue, with tournament branding, pitch-side boards, and sponsor placements recreating the atmosphere of a real match.
- 3
Players pick from 13 real clubs competing in the FIFA Club World Cup 2025 — including Manchester City, Borussia Dortmund, Boca Juniors, Al Hilal, and Fluminense — which changes their avatar's kit.
- 4
Matches are played 4v4 in a packed stadium, with each player taking a position — goalkeeper, midfielder, or forward — and earning points for specific actions such as winning the match, scoring a goal, landing a tackle, or making a save, each framed as its own challenge.
- 5
Points earned in matches are redeemed for branded gear — boots, goalkeeper gloves, headwear, official match balls, and goal-celebration effects carrying FIFA Club World Cup and adidas branding — which players equip on their avatar and carry into other Roblox games.
- 6
A built-in tournament bracket pulls in results from the real FIFA Club World Cup 2025 as matches conclude, letting players follow the actual tournament without leaving the game.
- 7
Separately from free progression, players can buy virtual merch with Robux, including a limited-edition FIFA Club World Cup Trophy back accessory (32 units at 10,000 Robux each) whose listing directed buyers back into Super League Soccer.
- 8
The campaign's first wave compressed this into a three-day window built around a single event — the public unveiling of the new FIFA Club World Cup trophy inside the game, which players experienced as a live in-game moment rather than watching from outside.
