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To Give FIFA’s Roblox Deal Context, Look at YouTube

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To Give FIFA’s Roblox Deal Context, Look at YouTube

Corporate boardrooms are trying to wrap their heads around how to leverage mobile-focused video game behemoth Roblox for their own gain, similar to how they were once forced to adapt to the rise of YouTube.

Like YouTube, Roblox diverges from the entertainment status quo. Both are driven by a sprawling network of content creators, many of whom begin as independent developers with little technical knowledge, and their audiences skew young. YouTube gives people tools to publish videos and an app in which users can watch them; Roblox gives people tools to build video games and an app in which users can play them.

Because of how Roblox games originate, they do not look as polished as those from big-budget studios on Xbox or PlayStation consoles. The graphics are rudimentary, and the games are most often played via mobile devices. Yet Roblox’s offerings, which are mostly free to play but often sell in-game cosmetic items and power-ups, can still be wildly popular, amassing more than 100 million daily active players. As Sportico has reported, mobile gaming is significantly larger than console usage globally.

Roblox’s grittier feel—akin to the appeal of an at-home YouTube vlog—is an asset. That said, it’s a trait that poses a challenge for brands, which feel a need to get involved but must do so in a way that comes off as organic within the raw aesthetics of the platform.

Enter the middlemen. Companies such as Gamefam connect native Roblox games and their creators with brands, reminiscent of the multi-channel networks (MCNs) that proliferated YouTube in the early 2010s and signed video makers to content partnerships.

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The middlemen assume development and commercial responsibilities upon gaining a game’s rights. They implement corporate markings while ensuring a title still resonates with users.

On Friday, Gamefam announced the release of FIFA Super Soccer—a rebrand of a popular game it already owned, Super League Soccer. FIFA Super Soccer is one of many Roblox titles Gamefam has acquired from independent creators. As part of its adaptation, it added licensed properties related to FIFA, teams and some of FIFA’s brand partners, such as Adidas.

Screenshot of “FIFA Super Soccer” on Roblox

In this case, Gamefam has maintained a working relationship with the game maker, Mats Watte, whose original creation did not feature any intellectual property from soccer organizations. Gamefam did not disclose the financial terms of its licensing pact with FIFA that led to the rebranding.

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“I was just in a meeting earlier today, and we were talking about, well, this is kind of like a [multi-channel network],” Ricardo Briceno, chief business officer of Gamefam, told Sportico in a video interview ahead of the FIFA Super Soccer announcement. “But it’s also a dirty word these days. So we’re not quite an MCN because it’s not just aggregating, because we also are operating and, like developing and doing things. But I don’t think it’s a bad example. It’s a good connection there.”

Many of YouTube’s multi-channel networks, perhaps most infamously Machinima, ultimately developed negative reputations. Independent creators came to resent the deals they signed, which they considered predatory because of lopsided revenue-sharing terms and long-term restrictions that barred them from working elsewhere.

There are some differences between MCNs and third-party Roblox development companies. For starters, the game, not the creator, is the main product on Roblox. Rather than set a perpetual quota for influencer content production, as was often the case with YouTube MCNs that would burn out video makers, Roblox’s middlemen generally obtain a game that already exists and then handle further development themselves.

Watte, the person who created the game that has morphed into FIFA Super Soccer, is a college student at King’s College London, according to his LinkedIn profile. He has developed games since he was a kid. Watte has spoken positively in public posts about his experiences with Gamefam. When Gamefam helped FIFA integrate Club World Cup branding into what was then called Super League Soccer for a prior agreement, Watte wrote, “Thank you to Gamefam and FIFA for trusting us with this opportunity, and to everyone on my team for making this happen in such a short span of time.”

A spokesperson representing Gamefam declined to specify whether Watte received an upfront payment for FIFA Super Soccer, whether he gets a cut of future revenue related to the title, or whether his role as “Creative Director for FIFA Super Soccer” means he is a full-time, salaried employee.

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“We partnered with the game creator to put the backing of a professional studio behind Super League Soccer,” the spokesperson wrote. “In partnership with the original game creator, Gamefam now runs the game in full and provides our live operations capabilities and brand activation expertise. The numbers continue to get better and better as we work together.”

FIFA has a rich history in video games for consoles made by major studios, and until 2022, it maintained a long-term partnership with Electronic Arts. Its breakup with EA removed FIFA from the title of EA’s hit soccer video game franchise. Afterward, FIFA president Gianni Infantino declared that “when [children play] a football simulation game, they play FIFA, it cannot be named something else.” Ahead of the men’s FIFA World Cup next summer, Infantino has been hellbent on besting EA.

FIFA worked with the studio Mythical Games on a separate, non-Roblox project that led to the release of FIFA Rivals in the Apple and Android app stores. It also has a licensing and esports deal with Konami’s eFootball, which is playable on mobile and console.

None of those endeavors, or the new FIFA Super Soccer title sponsorship, carry the same reach of EA Sports’ renamed soccer franchise EA Sports FC. Still, when taken together, they are formidable.

Overall, Roblox has a $60 billion market cap and 111.8 million average daily active users, according to a Sept. 4 financial report. Before it rebranded from Super League Soccer last week, FIFA Super Soccer averaged 1.5 million daily gameplay sessions with a duration of 11 minutes, per Gamefam, though this metric included when the same people opened the game more than once in a 24-hour period.

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In the immediate wake of Friday’s name change, FIFA Super Soccer rose into the top 70 for concurrent Roblox users at 21,000, according to a spokesperson. Gamefam works with other sports organizations, including the NFL, on titles that have also made this leaderboard.

As Briceno discusses Roblox integrations with clients who ask how Gamefam’s services can lead to real-world revenue returns, he’s reminded of his own marketing work at previous career stops.

Early in a 12-year tenure at Mattel Inc., Briceno was on the other side, only YouTube was the multimedia puzzle his company was trying to solve.

“We were thinking, we’ve got to get hot,” Briceno said. “Does it drive sales? We know that TV commercials drive sales, but what are we going to do with YouTube, I don’t know if we can measure and blah, blah, blah, and all these things were happening. We said we got to invest in this, this is where the kids are. It just makes logical sense.

“It takes a while until you’re able to generate the data points and the proof points and figure out how to do it in the right way that actually drives scale or sales. … Now we are going through that process on Roblox, and we’ve seen a lot of those early data points, so it just validates what you would think is common sense.”

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Takeaways from AP’s report on the ICE detention center holding children and parents

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Takeaways from AP’s report on the ICE detention center holding children and parents

Many Americans were alarmed recently when immigration officers in Minneapolis took custody of a 5-year-old boy and sent him and his father to a Texas detention center. But he was no outlier.

The government has been holding hundreds of children and their parents at the Dilley Immigration Processing Center, about 75 miles south of San Antonio. Some have been detained for months.

The Department of Homeland Security has strongly defended the quality of care and conditions there.

Here are key findings from an Associated Press report on how the Trump administration’s aggressive immigration enforcement is shaping life inside the facility.

Detention of children has been rising

U.S. Immigration and Customs Enforcement booked more than 3,800 children into detention during the first nine months of the new Trump administration, according to an AP analysis of data from the University of California, Berkeley’s Deportation Data Project.

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On an average day, more than 220 children were being held, with most of those detained longer than 24 hours sent to Dilley. More than half of Dilley detainees during the early part of the Trump administration were children, the AP analysis found.

Since being reopened last spring, the number of people detained at Dilley has risen sharply and reached more than 1,300 in late January, according to researchers. Nearly two-thirds of children detained by ICE in the early months of the Trump administration were eventually deported.

ICE holds many children longer than 20-day limit

The government is holding many children at Dilley well beyond the 20-day limit set by a longstanding court order.

“We’ve started to use 100 days as a benchmark because so many children are exceeding 20 days,” said Leecia Welch, the chief legal director at Children’s Rights, who visits Dilley regularly to ensure compliance. In a visit this month, Welch said she counted more than 30 children who had been held for over 100 days.

Many settled families among those currently detained

When the Obama administration opened Dilley in 2014, nearly all the families detained there had recently crossed the border from Mexico.

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But many of those now sent to the facility have lived in the U.S. several years, according to lawyers and other observers, meaning children are being uprooted from the familiarity of schools, neighborhoods and many of the people who care for them.

Parents Allege Deficient Care

Parents and children recounted stressful conditions inside Dilley, including experiences that raise questions about the quality of care being provided.

A 13-year-old girl cut herself with a plastic knife after staff withheld prescribed antidepressants and denied her request to join her mother down the hall, the mother told the AP.

Another mother said when her 1-year-old daughter developed a high fever and vomited, medical staff repeatedly offered only acetaminophen and ibuprofen before she was eventually admitted to hospitals with bronchitis, pneumonia and stomach viruses. ICE disputed her account, saying the baby “immediately received proper care.”

Other families described more routine problems, like the difficulty of getting children to sleep in quarters where lights are kept on all night and of stomach aches caused by foul drinking water.

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Both adults and children described the often overwhelming stress of being detained that has caused many to despair.

ICE, DHS defend Dilley

DHS did not respond to detailed questions about Dilley submitted by the AP. But both DHS and ICE sharply refuted allegations of poor care and conditions in statements issued this week.

“The Dilley facility is a family residential center designed specifically to house family units in a safe, structured and appropriate environment,” ICE Director Todd M. Lyons said in a statement.

Dilley provides medical screenings and infant care packages as well as classrooms and recreational spaces, ICE said.

Once in full operation, Dilley is expected to generate about $180 million in annual revenue for CoreCivic, the for-profit prison company that operates it under contract with ICE, according to the company’s recent filing with securities regulators.

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In response to questions from the AP, a CoreCivic spokesman said no child at Dilley “has been denied medical treatment or experienced a delayed medical assessment.” The company said detainees receive comprehensive care from medical and mental health professionals.

Questions about oversight

The increased detention of families comes as the Trump administration has gutted an office responsible for oversight of conditions inside Dilley and other facilities.

In years past, investigators found problems at Dilley, including consistently inadequate staffing and disregard for the trauma caused by the detention.

A special committee recommended that family detention be discontinued except in rare cases, and the Biden administration began phasing it out in 2021. Dilley was closed in 2024. But in reopening it, the Trump administration has completely reversed course.

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World leaders split over military action as US-Israel strike Iran in coordinated operation

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World leaders split over military action as US-Israel strike Iran in coordinated operation

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World leaders reacted swiftly Saturday after the United States and Israel launched strikes on Iran, exposing a deep divide between governments backing the attack on Iran and those warning the attacks risk a wider regional war.

In a joint statement, Canada’s Prime Minister Mark Carney and Foreign Minister Anita Anand voiced firm support saying, “Canada supports the United States acting to prevent Iran from obtaining a nuclear weapon and to prevent its regime from further threatening international peace and security.” The statement described Iran as “the principal source of instability and terror throughout the Middle East” and stressed it “must never be allowed to obtain or develop nuclear weapons.”

Australian Prime Minister Anthony Albanese also endorsed the action, writing on X, “Australia stands with the brave people of Iran in their struggle against oppression.” He confirmed Australia supports “the United States acting to prevent Iran from obtaining a nuclear weapon,” while activating emergency consular measures and urging Australians to leave Iran if safe.

The United Kingdom said Iran “must never be allowed to develop a nuclear weapon.” U.K. Prime Minister Keir Starmer’s office said he was speaking with the leaders of France and Germany “as part of a series of calls with allies.”

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A person holds an image of Iran’s Supreme Leader Ayatollah Ali Khamenei as Iranian demonstrators protest against the U.S.-Israeli strikes, in Tehran, Iran, Feb. 28, 2026.  (Majid Asgaripour/WANA (West Asia News Agency) )

French President Emmanuel Macron warned, “The outbreak of war between the United States, Israel and Iran carries grave consequences for international peace and security.” He added, “The ongoing escalation is dangerous for all. It must stop,” and called for an urgent meeting of the United Nations Security Council.

In a joint statement, the leaders of France, Germany and the United Kingdom also  said they had “consistently urged the Iranian regime to end Iran’s nuclear program, curb its ballistic missile program, refrain from its destabilizing activity in the region and our homelands, and to cease the appalling violence and repression against its own people.” 

The three governments said they “did not participate in these strikes,” but remain “in close contact with our international partners, including the United States, Israel, and partners in the region.” 

They reiterated their “commitment to regional stability and to the protection of civilian life,” condemned “Iranian attacks on countries in the region in the strongest terms,” and called for a “resumption of negotiations,” urging Iran’s leadership to seek a negotiated solution. “Ultimately, the Iranian people must be allowed to determine their future,” the statement said.

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European Union foreign policy chief Kaja Kallas described developments as “perilous,” saying Iran’s “ballistic missile and nuclear programmes… pose a serious threat to global security,” while emphasizing that “Protection of civilians and international humanitarian law is a priority.”

Spain openly rejected the strikes. Socialist Prime Minister Pedro Sánchez said, “We reject the unilateral military action by the United States and Israel, which represents an escalation and contributes to a more uncertain and hostile international order.”

Meanwhile, Gulf states responded to reported Iranian missile activity.

Saudi Arabia’s Foreign Ministry said, “The Kingdom of Saudi Arabia condemns and denounces in strongest terms the blatant Iranian aggression and the flagrant violation of the sovereignty of the UAE, Bahrain, Qatar, Kuwait, and Jordan.” It affirmed “its full solidarity with and unwavering support for the brotherly countries” and warned of “grave consequences resulting from the continued violation of states’ sovereignty and the principles of international law.”

The United Arab Emirates’ Ministry of Defense said the country “was subjected to a blatant attack involving Iranian ballistic missiles,” adding that air defense systems “successfully intercepted a number of missiles.” Authorities said falling debris in a residential area caused “one civilian death of an asian nationality” and material damage.

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The ministry called the attack “a dangerous escalation and a cowardly act that threatens the safety of civilians and undermines stability,” and stated the UAE “reserves its full right to respond.”

UN’S ATOMIC AGENCY’S IRAN POLICY GETS MIXED REVIEWS FROM EXPERTS AFTER US-ISRAEL ‘OBLITERATE’ NUCLEAR SITES

Smoke rises after reported Iranian missile attacks, following strikes by the United States and Israel against Iran, in Manama, Bahrain, Feb. 28, 2026. (Reuters)

Pakistan’s Foreign Ministry said Deputy Prime Minister and Foreign Minister Mohammad Ishaq Dar “strongly condemned the unwarranted attacks against Iran” and called for “urgent resumption of diplomacy.”

China also weighed in. A spokesperson for the Chinese Embassy in Washington, wrote on X that Beijing is “highly concerned over the military strikes against Iran launched by the U.S. and Israel.” He added that “Iran’s sovereignty, security and territorial integrity should be respected” and called for “an immediate stop of the military actions” and “no further escalation.”

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Turkey’s Foreign Minister Hakan Fidan held calls with counterparts across the region, a Turkish Foreign Ministry source told Reuters. The discussions focused on “possible steps to be taken to help bring an end to the attacks.”

Ukraine’s President Volodymyr Zelenskyy directly linked the developments to Russia’s war against his country.

“Although Ukrainians never threatened Iran, the Iranian regime chose to become Putin’s accomplice and supplied him with ‘shahed’ drones,” Zelenskyy wrote, adding that Russia has used “more than 57,000 shahed-type attack drones against the Ukrainian people.”

“It is important that the United States is acting decisively,” he said. “Whenever there is American resolve, global criminals weaken.”

Russia sharply criticized the operation. Dmitry Medvedev, deputy chairman of Russia’s Security Council, said, “All negotiations with Iran are a cover operation.”

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An interception is visible in the sky over Haifa during the latest barrage. (Anthony Hershko/TPS-IL)

Lebanese Prime Minister Nawaf Salam warned, “We will not accept anyone dragging the country into adventures that threaten its security and unity.”

Norwegian Foreign Minister Espen Barth Eide said the strike “is not in line with international law.”

Reuters contributed to this report.

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Israel strikes two schools in Iran, killing more than 50 people

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Israel strikes two schools in Iran, killing more than 50 people

State media says Israeli attack on girls’ school in the city of Minab in the south of the country kills dozens.

An Israeli strike has hit an elementary girls’ school in Minab, a city in the Hormozgan province of southern Iran, killing at least 53 people, according to state media, as the immediate civilian cost from Israel and the United States’ huge bombardment of Iran comes into sharper focus.

Workers are continuing to clear wreckage from the site, where 63 others have been injured on Saturday, said Iran’s state-run IRNA news agency. The strike is part of a wave of joint US-Israeli military attacks across Iran that has triggered an outbreak of regional violence.

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Iranian Foreign Minister Abbas Araghchi shared a photo of the attack, which he said destroyed the girls’ school and killed “innocent children”.

“These crimes against the Iranian People will not go unanswered,” Araghchi wrote in a post on X.

Iran’s Foreign Ministry spokesman Esmail Baqaei also slammed the “blatant crime” and urged action from the United Nations Security Council.

Separately, Iran’s Mehr news agency reported that at least two students were killed by another Israeli attack that hit a school east of the capital, Tehran.

Reporting from Tehran, Al Jazeera’s Mohammed Vall said the attacks call into question US and Israeli claims that “they are targeting only military targets and they are trying to punish the regime, not the people of Iran.”

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“President Trump has promised the Iranian people that aid or help is coming their way, but now we are seeing civilian casualties; that’s something that the Iranian government will stress as a case of violation of international law and an aggression against the Iranian people, ” said Vall.

There was no immediate reaction from the US or Israel on Iran’s claims about the school strikes.

The last time the US and Iran waged attacks on Iran in June 2025, sparking the 12-day war, the civilian toll in Iran was also heavy.

According to Iran’s Ministry of Health and Medical Education, thousands of civilians were killed or injured, and public infrastructure was damaged, during that conflict.

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