FIFA unveils Roblox partnership on eve of Qatar 2022 World Cup

Football’s world governing body FIFA has agreed a multi-year partnership with virtual gaming hub Roblox – touted by some as a prototype for the future metaverse.

The two partners said the partnership will offer the Roblox community, currently around 50 million daily active users, as well football fans around the world, free-to-play access to FIFA World – a virtual environment that celebrates the power of football and the rich history of its pinnacle events. As part of its commitment to developing new football gaming titles (the result of its announced decoupling from EA Sports), FIFA will work with Roblox to create an online immersive experience for all football fans to hang out in social spaces, earn rewards and collect exclusive virtual items through various skill games and multiple collectors’ challenges. The FIFA World will also host bespoke video content, built from FIFA+’s library.

“FIFA’s immersive experience on Roblox will provide football fans with a new way to interact with friends, celebrate the rich culture and heritage around the world’s biggest sports competition, and demonstrate their creativity and national pride through various features and mechanics,” said FIFA chief business officer, Romy Gai. “FIFA believes that such a multi-layered experience will result in a truly inclusive and fun gameplay – in turn, engaging new and existing football fans from across the globe, as well as promoting the values of the sport to an even broader audience.”

Christina Wootton, VP global partnerships at Roblox, added: “With FIFA World, fans are able to come together to celebrate and express their fandom with one another, support their favourite teams, and get access to FIFA’s top events year round.”