Since January 16, 2025, the German Football League (DFL) has been offering its fans a completely new way to experience soccer. As part of its winter campaign, the Bundesliga has become the first European sports league to create a presence in the virtual world of Roblox. Together with the international gaming agency Build a Rocket and the Roblox studio Karta, the DFL is setting new standards for digital fan experiences.
The activation includes five unique Roblox experiences, including four challenging obstacle courses (so-called “obbies”) and a free-kick simulator. The first integration already achieved over 1.3 million views in the first four days after its release – a promising start for the campaign.
Highlights of the campaign:
- Launch of the Bundesliga as the first European sports league on Roblox.
- Five interactive experiences, including an obstacle course and a free-kick simulator.
- Virtual Clubhouse with exclusive content and customizable items.
- Partnerships with brands such as ESPN and Topps, which are represented in the digital lobby.
Virtual Clubhouse: Football meets creativity
In the virtual Bundesliga Clubhouse, fans can collect exclusive UGC items (user-created content), customize their avatars and discover other Bundesliga-related content. The integration of partners such as ESPN and Topps offers additional opportunities to interact with the brands. This takes the experience to a new level and shows how gaming and sport can form an innovative symbiosis.
Target groups and vision
With this activation, the DFL is specifically targeting Generation Z and beyond. Roblox, a platform with more than 380 million monthly active users, is a creative hotspot for young people worldwide. “The habits of our young target groups are constantly changing, and it is essential to respond to this and create new ways for them to experience the Bundesliga,” explains Peer Naubert, International Chief Marketing Officer of the Bundesliga.
Through interactive experiences, the DFL wants to attract new fans and bind existing fans more closely to the brand. Alexander Albrecht, Managing Director of Build a Rocket, adds: “With the DFL’s Roblox activation, we have created an experience that not only entertains, but also connects fans more closely with the Bundesliga.”
Conclusion
With its innovative Roblox campaign, the DFL is setting new standards in digital fan interaction. The combination of sport and gaming not only defines the future of fan communication, but also offers a platform to inspire new target groups. With over 1.3 million views in just a few days, it is clear that the Bundesliga is pursuing a strong digital strategy – a strategy that will promote fan engagement and passion in the long term.
