KICK IT ROBLOX STYLEDFL BUNDESLIGA
Bundesliga Clubhouse
Turning players into fans on Roblox
The DFL launched the Bundesliga Clubhouse as the first European football league to activate on Roblox. Instead of building a standalone world, we integrated the Bundesliga into five of the platform's most popular games. Fans collected limited UGC items, explored league content in a native environment, and connected with partners inside the Clubhouse, with ESPN and Topps integrated directly. The activation generated more than 1.3 million visits in its first weekend.
Built for where players already are
We led concept and full execution. The core decision: integrate the Bundesliga into existing high-traffic Roblox experiences rather than build from scratch. That required a flexible creative system, a technical architecture that worked across multiple titles, and assets that felt native to each game, not like brand overlays. Working closely with our partners, we made sure every touchpoint was stable, seamless, and built around how players actually move through the platform.
Expanding the league beyond the pitch
By combining UGC rewards, community spaces, partner moments, and embedded gameplay, the Bundesliga reached younger fans not as spectators but as participants. A platform-native approach that shows how sports IP can go beyond broadcast, and live inside the worlds where the next generation of fans already spends its time.
