DFL Launches Roblox Bundesliga Campaign With Build a Rocket

With its Roblox activation (since 16 January) as part of the winter campaign, the Bundesliga is the first European sports league to enter the virtual world of Roblox. Together with the international gaming agency Build a Rocket, the DFL (German Football League) aims to set new standards in the digital fan experience. The activation, developed in collaboration with Roblox studio Karta from the UK, includes five experiences, including four obstacle courses and a free kick simulator. In the first four days, the first integration has already generated more than 1.3 million visits. In the virtual Bundesliga clubhouse, fans can collect exclusive UGC items, customise their avatars and discover other Bundesliga-related content. League partners ESPN and Topps are also featured in the lobby, giving fans further opportunities to interact with these brands. The aim of the campaign is to reignite and sustain fans' enthusiasm for the league. The Roblox activation is at the heart of this, targeting a young audience. Roblox is one of the leading platforms for user-generated content, with over 380 million monthly active users worldwide.

With its Roblox activation (since 16 January) as part of the winter campaign, the Bundesliga is the first European sports league to enter the virtual world of Roblox. Together with the international gaming agency Build a Rocket, the DFL (German Football League) aims to set new standards in the digital fan experience. The activation, developed in collaboration with Roblox studio Karta from the UK, includes five experiences, including four obstacle courses and a free kick simulator. In the first four days, the first integration has already generated more than 1.3 million visits. In the virtual Bundesliga clubhouse, fans can collect exclusive UGC items, customise their avatars and discover other Bundesliga-related content. League partners ESPN and Topps are also featured in the lobby, giving fans further opportunities to interact with these brands. The aim of the campaign is to reignite and sustain fans' enthusiasm for the league. The Roblox activation is at the heart of this, targeting a young audience. Roblox is one of the leading platforms for user-generated content, with over 380 million monthly active users worldwide.

Peer Naubert, International Chief Marketing Officer of the Bundesliga, explains: "The habits of our young audience are constantly changing, and it is important that we respond by creating new ways for them to experience the Bundesliga. Roblox is one of the world's most popular platforms for young people, and as the first European league to be active on the platform, we have a unique opportunity to engage new and existing fans. For years, fans - especially international fans - have found their way to the Bundesliga through games and interactive experiences, which is often the beginning of a lifelong fascination. Our goal, together with our partners Topps and ESPN, is to ignite that spark that turns interest into real passion. We believe that working with Roblox and Build a Rocket provides that platform."

Alexander Albrecht, Managing Director of Build a Rocket, says: "The combination of sport and gaming defines the future of fan interaction. With the DFL's Roblox activation, we have created an experience that not only entertains, but also connects fans more closely to the Bundesliga. Our vision is to establish the metaverse as a stage for global brands - and the DFL is setting an impressive example."

Build a Rocket is an international esports and gaming agency. Headquartered in the heart of Cologne, the company has offices in Barcelona, London, Paris, New York and Seoul. Since 2021 Build a Rocket is part of the sports business agency Sportfive.

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