E54 – Reaching the Next Generation of Football Fans on Roblox – ft. Ricardo Briceno & Alexander Mühl

DESCRIPTION

In this episode, we speak with Ricardo Briceno, CEO of Gamefam, and Alexander Mühl, Director of Marketing and Digitalization at Borussia Dortmund, about FIFA Super Soccer and the role of Roblox in football fan engagement. From reaching almost seven million players through a Borussia Dortmund activation to using virtual kits, celebrations, live scoreboards, and World Cup content, we explore how clubs can build relevance with Generation Z and Generation Alpha, test new formats, and approach gaming as a long-term community channel rather than a direct sales platform.

We explored several intriguing questions:

• What is FIFA Super Soccer, and how does it differ from traditional football video games?
• Why are football clubs and rights holders taking Roblox more seriously?
• How can Roblox help clubs reach Generation Z and Generation Alpha?
• What makes official club and national-team IP work inside FIFA Super Soccer?
• Why should clubs treat Roblox as a fan engagement platform before considering direct monetization?
• How did Borussia Dortmund develop its broader gaming strategy?
• What did the club learn from an activation that reached almost seven million unique players?
• How did FIFA Super Soccer support the launch and discovery of Borussia Dortmund’s new kit?
• What can football clubs learn from the connection between virtual experiences and physical merchandise?
• How can clubs translate their identity, rituals, and culture into gaming platforms?
• Should clubs build their own Roblox worlds or join existing football communities?
• Why is a test-and-learn approach important when entering Roblox?
• How can clubs balance youth marketing, commercial objectives, and ethical responsibility?
• What role can Roblox play during major events such as the FIFA World Cup?
• Where should a mid-sized European club start when considering Roblox for the first time?