Screenshot of “FIFA Super Soccer” on Roblox
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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.
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.
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.
“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.
“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.
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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Lionel Messi accused of breaching $7 million contract by sitting out a Florida soccer friendly
MIAMI (AP) — Lionel Messi is being sued by a Miami-based event promoter who says the soccer icon violated terms of a $7 million contract by missing an exhibition match last year.
Vid Music Group filed the lawsuit for fraud and breach of contract against Messi and the Argentine Football Association in Miami-Dade circuit court last month, according to court records.
Messi and the AFA didn’t immediately respond to messages seeking comment.
Considered one of the greatest soccer players ever, Messi appears with both his Major League Soccer club Inter Miami and Argentina’s national team, and fans routinely pay much higher prices for the chance to see him play.
According to the lawsuit, Vid signed a deal with the AFA last summer for exclusive rights to organize and promote Argentina’s friendlies last October against Venezuela and Puerto Rico in exchange for ticket, broadcast and sponsorship revenue. Vid claims that Messi was supposed to play for at least 30 minutes in each match, unless he was injured.
The 38-year-old Messi watched Argentina’s 1-0 win against Venezuela on Oct. 10 from a suite at South Florida’s Hard Rock Stadium, according to the lawsuit.
The next day, Messi scored two goals in Inter Miami’s 4-0 MLS win over Atlanta. That match was important to Inter Miami, since it gave them home-field advantage for Round 1 of the playoffs.
Then, on Oct. 14, Messi played in Argentina’s 6-0 win over Puerto Rico. That game was originally supposed to take place in Chicago, but low ticket sales in the city where Immigration and Customs Enforcement agents were making more than 1,000 arrests led organizers to move the game to Florida. AFA blamed the immigration crackdowns when the smaller venue in Fort Lauderdale didn’t sell out, even after ticket prices were reduced to $25 each.
Vid hasn’t specified damages they’re seeking in the lawsuit, but they claim they lost millions between Messi failing to appear in one game and low ticket sales at the other.
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Allies rush thousands of drones to Ukraine as Russia unleashes deadly missile barrages
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Ukraine’s allies pledged a massive new military aid package Wednesday, including 120,000 drones from the U.K., after Russia launched hundreds of drones and ballistic missiles in fresh overnight strikes.
The commitments came as Kyiv warned of escalating Russian bombardments and urgently pressed for more air defenses.
Russia launched 324 drones and three ballistic missiles at Ukraine overnight Wednesday, Ukrainian officials said, part of a broader surge in aerial assaults, according to Reuters.
Russian strikes hit more than a half a dozen areas of Ukraine behind the front line on Tuesday and Wednesday, The Associated Press reported.
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Ukrainian President Volodymyr Zelenskyy is turning battlefield innovation into bargaining power, offering anti-drone systems to Middle Eastern allies while seeking more air defense support as the war with Russia drags into its fourth year. (Atta Kenare/AFP)
Between November and March alone, Moscow fired roughly 27,000 Shahed-type drones, nearly 600 cruise missiles and 462 ballistic missiles, according to Ukrainian Defense Minister Mykhailo Fedorov.
“Every day we need air defense missiles — every day Russia continues its strikes,” Zelenskyy said in a post on Telegram.
The latest attacks struck multiple regions behind the front lines, killing an 8-year-old boy in the central Cherkasy region and injuring a woman in southern Zaporizhzhia, according to Ukrainian officials.
RUSSIAN ATTACK ON KHARKIV WIPES OUT YOUNG FAMILY, LEAVING PREGNANT MOTHER AS SOLE SURVIVOR
Firefighters put out the fire in a multi-story apartment building after a Russian missile attack in Kharkiv, Ukraine, March 7, 2026. (Andrii Marienko/AP)
The war, which began with Russia’s full-scale invasion in February 2022, has now stretched beyond three years.
Defense leaders from about 50 countries met virtually Wednesday to coordinate military aid and boost weapons production and especially air defense systems.
The session was led by German Defense Minister Boris Pistorius and British Defense Secretary John Healey, with NATO Secretary General Mark Rutte also present. The United States was represented by Under Secretary of Defense for Policy Elbridge Colby.
RUSSIA LAUNCHES RECORD MISSILE BARRAGE AGAINST UKRAINE ONE DAY BEFORE PEACE TALKS SET TO RESUME IN ABU DHABI
The remains of a Russian-made, Iran-designed Shahed-136 drone, known in Russia as a Geran-2, are displayed with other recovered drones, glide bombs, missiles and rockets in Kharkiv July 30, 2025. (Scott Peterson/Getty Images)
Several countries also announced new contributions to Ukraine. Germany and Ukraine agreed on a 4 billion euro ($4.7 billion) defense package, while Norway pledged 9 billion euros (about $10.6 billion) in assistance.
The Netherlands said it will spend 248 million euros ($293 million) to produce drones for Ukraine. The United Kingdom pledged 120,000 drones.
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Russia pushed back on the expanded support, warning that European efforts to boost drone production for Ukraine risk deepening their involvement in the conflict.
The Russian Defense Ministry said the decision by European countries to supply drones to Ukraine was leading to an escalation of the military-political situation and a “creeping transformation” into Ukraine’s strategic support base, TASS reported.
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Brazil’s police open a probe into presidential candidate Flavio Bolsonaro
Brazil’s Supreme Court has ordered a probe into whether right-wing presidential candidate Flavio Bolsonaro issued defamatory statements about his election rival, President Luiz Inacio Lula da Silva.
On Wednesday, a decision from Justice Alexandre de Moraes was published, allowing the Federal Police to proceed with an investigation into posts Bolsonaro published in January.
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Bolsonaro, at the time, responded to news that the United States had abducted Venezuelan President Nicolas Maduro with insinuations linking Lula to crimes.
“Lula will be exposed,” Bolsonaro posted on the social media platform X, with screenshots of a handcuffed Maduro and an article about Lula.
He then predicted that the left-wing alliance known as the Sao Paulo Forum would collapse in scandal.
“It is the end of the Sao Paulo Forum: international drug and arms trafficking, money laundering, support for terrorists and dictatorships, rigged elections,” Bolsonaro wrote.
There are limitations to the freedom of speech in Brazil, and under its penal code, defamation can be a criminal offence. Prosecutors have the option of seeking heightened penalties for defamation against presidents or heads of state.
The Federal Police have a period of 60 days to carry out their initial investigation.
But in a statement to local media, a spokesperson for Bolsonaro, a senator for Rio de Janeiro, denounced the probe as a violation of his rights.
“The senator limited himself to reporting facts and detailing crimes for which Nicolas Maduro was arrested and is being prosecuted internationally,” the statement said, adding that there was no “direct criminal accusation against” Lula.
Bolsonaro and Lula are currently in a neck-and-neck race for the presidency ahead of October’s general election.
A poll released this week from the research firm Quaest shows Lula slightly ahead in the first round of voting, with 37 percent of the vote compared with Bolsonaro’s 32 percent.
But if the race proceeds to a run-off, the frontrunner flips. Bolsonaro polls slightly ahead in a one-on-one contest against Lula, netting 42 percent support compared with the incumbent’s 40 percent.
The poll has a margin of error of about 2 percent, though, meaning the results are not conclusive. There is also nearly five and a half months until the first round of voting on October 4.
Both Bolsonaro and Lula are well-known quantities in Brazil’s political sphere.
For the 80-year-old Lula, this year’s race will see him run for a fourth term in office. Previously, he served as president from 2003 to 2011, and then he ran again in 2022, defeating Senator Bolsonaro’s father, Jair Bolsonaro, the incumbent president that year.
The elder Bolsonaro is currently serving a 27-year prison sentence for attempting to subvert the results of that election.
The margins were tight in the 2022 run-off, and then-President Bolsonaro refused to concede defeat, instead suggesting that there were “malfunctions” in the electronic voting machines that favoured Lula.
His supporters took to the streets to protest his loss, blockading roads and attacking police headquarters in the capital, Brasilia.
The unrest culminated in an attack on January 8, 2023, against government buildings in the capital, which was seen as an attempt to trigger a military uprising against Lula’s leadership.
Former President Bolsonaro was later convicted in September 2024 of plotting to stay in power, with prosecutors presenting evidence that he and his allies explored options including calling a new election and assassinating Lula.
The former president has denied wrongdoing and accused his adversaries of a political witch-hunt.
In December, his eldest son, Flavio, 44, entered the 2026 presidential race with his father’s endorsement. He has suggested he would seek his father’s freedom as part of his campaign.
Earlier this year, Lula vetoed a bill that would have lowered Jair Bolsonaro’s prison sentence. He has denounced his predecessor’s actions as a coup attempt.
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