Fifa has announced a multi-year partnership with Roblox which will see soccer’s global governing body launch an immersive fan metaverse experience.

The Fifa World virtual environment, which launches ahead of this year’s Qatar 2022 World Cup, will allow users to interact in social spaces, earn rewards and collect virtual items. The Roblox platform will also include a range of skill games, collector challenges, video content and in-game events.

“As part of our commitment to grow football and develop ways for new fans to engage with the sport, Fifa’s immersive experience on Roblox will provide football fans with a hugely exciting 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 Romy Gai, Fifa chief business officer.

“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, vice president of global partnerships at Roblox, added: “We believe discovering and enjoying events together with friends from all over the globe is a unique experience that often can’t be replicated in the physical world.

“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 sporting events year round.”

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