From 16 January 2025, the DFL Deutsche Fußball Liga has provided another opportunity for young fans to interact with the launch of its innovative Roblox activation, as part of the Bundesliga winter campaign. In collaboration with the international gaming agency Build a Rocket, the Bundesliga is the first European sports league to enter the virtual world of Roblox.
This strategic move not only strengthens its presence among young fans, but also emphasises the DFL’s pioneering role when it comes to digital fan engagement.
The activation, developed in collaboration with development studio Karta, includes five unique Roblox experiences, including four challenging ‘obbies’ – obstacle courses that require skill and strategic thinking – and a free-kick simulator.
The first of five Bundesliga integrations on Roblox has been live and is available to gamers since last Thursday (16.01). After just one weekend, it is already clear that Roblox provides an excellent platform for the DFL to connect with and excite Generation Z. In its first four days, this initial experience has already generated more than 1.3 million visits.
In the virtual Bundesliga Clubhouse, fans can collect exclusive UGC items to personalise their avatars and interact with additional Bundesliga content. League partners ESPN and Topps will also be present in the lobby, with further opportunities to interact with the respective brands.
As part of the comprehensive winter campaign, the DFL is promoting the start of the Bundesliga second half of the season under the motto ‘FOOTBALL AS IT’S MEANT TO BE’. The aim is to ignite and sustainably strengthen enthusiasm for the Bundesliga among fans. The Roblox activation, an innovative approach within this campaign, is specifically aimed at reaching young target groups and getting them excited about football.
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.
“For many years, fans – particularly globally – have found their favourite German team through games and activations off the pitch that can begin a life-long love affair with the league. Alongside our partners Topps and ESPN, the goal is to help fans find that spark, which turns from interest into avid fandom, and we believe that with Build a Rocket, this latest collaboration on Roblox can provide another platform for this.”
Target group: Generation Z and beyond
Roblox is one of the leading platforms in the field of user-generated content (UGC) with over 380 million monthly active users worldwide. With the activation on Roblox, the DFL is reaching Generation Z in particular and utilising the creative possibilities of the platform to establish the ‘Bundesliga’ brand in this dynamic environment in the long term.
Alexander Albrecht, Managing Director of Build a Rocket, explains: ‘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.
