The Deutsche Fußball Liga (DFL), the organizing body of Bundesliga and Bundesliga 2, has announced a groundbreaking partnership with Roblox, an online game platform and game creation system. This strategic alliance will see Bundesliga join the Roblox virtual world for the winter season.
In collaboration with Build A Rocket, a renowned game agency, DFL plans to execute five unique Roblox activations. The primary aim is to engage younger fans and significantly boost its digital presence.
The DFL has made history by becoming the first European sports league to venture into the Roblox virtual world. It has developed five integrations that include four 'lobbies' or obstacle courses designed to encourage fans to think tactically and showcase their skills.
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.”
Virtual Bundesliga clubhouse
Another exciting feature of this partnership is the establishment of a virtual Bundesliga Clubhouse on Roblox equipped with a free-kick simulator. Here, fans can collect unique User-Generated Content (UGC) items that allow them to customize their avatars while engaging more deeply with Bundesliga content.
Moreover, DFL partners ESPN and Topps will also have a presence in this gaming lobby offering additional opportunities for fans to connect with these brands. Bundesliga International Chief Marketing Officer Peer Naubert emphasized how crucial it is for them "to remain engaged" given "the ever-changing consumption habits" of their younger target audiences. He added that being on one of the most popular platforms globally presents another excellent opportunity "to reach new and existing Bundesliga fans."
This association reflects DFL's commitment towards interacting more effectively with Gen Z audiences using digital methods in response to changing consumer behavior among these generations. Unlike previous generations who relied solely on traditional television for football updates, younger fans are increasingly turning towards interactive games and social media to follow their favorite players and clubs.
Impressive early results
The Bundesliga Clubhouse opened on January 16, recording over 1.3 million visits within the first four days. This impressive statistic underscores the potential of this innovative approach in engaging fans.
In addition, DFL is leveraging its winter campaign to promote the opening of the Bundesliga second half of the season with a catchy title "Football As It's Meant To Be." The Roblox activation aims to reignite and sustainably develop younger audiences' passion for Bundesliga.
This partnership between DFL and Roblox signifies a significant shift in sports marketing strategies towards digital platforms that resonate with younger audiences. It sets an example for other sports leagues globally on how they can leverage technology to enhance fan engagement.
