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.”
World
Over 2 dozen children among 33 bodies pulled from Kenyan mass grave: authorities
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At least 33 bodies — including children and dismembered remains stuffed in sacks — were unearthed from a mass grave in western Kenya on Thursday, raising questions about whether the corpses were secretly moved from a hospital morgue.
Detectives exhumed the remains of 25 children and eight adults, as well as dismembered body parts packed in gunny sacks, from a mass grave at a church-owned cemetery in Kericho, authorities said.
“We were able to establish that these were bodies transferred from Nyamira District Hospital to a private cemetery in Kericho,” Mohamed Amin, who leads the Directorate of Criminal Investigations, told reporters.
He said detectives are seeking to determine whether the bodies were legally disposed of after being removed from a morgue.
INVESTIGATION CONTINUES AFTER HUNDREDS OF CREMATED HUMAN REMAINS DISCOVERED, RECOVERED FROM NEVADA DESERT
At least 33 bodies – 25 of which belonged to children – were found in a mass grave in Kenya on Thursday. (Andrew Kasuku/AP Photo)
The Associated Press reported that Kenyan law allows hospitals and morgues to dispose of unclaimed bodies after 14 days with court authorization.
Government pathologists conducted autopsies Thursday to determine the cause of death, though the identities of the victims have not been released.
Authorities have arrested two people in connection with the case.
HUNDREDS OF MUTILATED BODIES FOUND IN SUSPECTED NIGERIAN ORGAN-HARVESTING RING
Authorities have arrested two people in connection with the case. (Andrew Kasuku/AP Photo)
Local media reported the bodies were transported in a government vehicle by unidentified individuals and buried hastily, with some gravediggers later alerting police.
“We need authorities to conduct a thorough investigation,” resident Brian Kibunja said.
Another resident, Samuel Moso, said authorities should “reveal if the government was involved or if a different group of people was behind the mass burial.”
PENNSYLVANIA MAN ALLEGEDLY FOUND WITH OVER 100 SETS OF HUMAN REMAINS IN HOME, STORAGE UNIT: ‘HORROR MOVIE’
There have been three major mass-grave incidents in Kenya over the past three years. (Andrew Kasuku/AP Photo)
There have been three major mass-grave incidents in Kenya over the past three years.
Police in 2023 uncovered hundreds of bodies buried in a forest in Kenya’s coastal Kilifi region, exhuming mass graves tied to a religious leader accused of starving his followers to death.
In 2024, authorities recovered nine bodies from a dumpsite in Nairobi, the Eastern African nation’s capital.
The latest discovery comes as concerns grow among some Kenyans over alleged abuses by police.
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Missing Voices, a human rights group, said it documented 125 extrajudicial killings and six enforced disappearances in Kenya over the past year, compared to 104 reported killings the year before.
The Associated Press contributed to this report.
World
Republican US lawmaker demands Congress vote on any Iran troop deployment
United States Representative Nancy Mace, a Republican, has said Congress should have a say in any decisions to deploy troops to Iran, further underscoring division within US President Donald Trump’s political party.
Mace’s comments on Sunday came days after she emerged from a classified House of Representatives briefing on the war, saying it had raised concerns over the administration’s plans.
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They also came on the same day the Washington Post reported the Pentagon is preparing for limited ground operations in Iran, including raids on Kharg Island and sites near the Strait of Hormuz.
“If we’re going to do a conventional ground operation with Marines and 82nd Airborne that is a ground war that I believe Congress should have a say and we should be briefed,” Mace said during an interview on CNN.
“We don’t want troops on the ground,” Mace added.
“I think that’s a line for a lot of people. If we’re going to do that, then come to Congress and get the proper authorities to do so.”
Trump has so far not publicly supported deploying US troops to Iran, but has maintained that all options remain on the table. He has broadly claimed success in the month since the US and Israel launched the war on February 28, but his endgame and final timeline for the conflict have remained unclear.
Military analysts and Trump’s own director of national intelligence have said that while Iran’s military capabilities have been diminished in the fighting, the country still maintains the ability to inflict damage on the region and to potentially rebuild.
Many experts have also pointed to the limits of using air power alone in fully degrading Iran’s military capabilities, destroying its nuclear programme, or in achieving more comprehensive regime change.
In a statement on Sunday, White House press secretary Karoline Leavitt did not deny the Washington Post’s report, but said the Pentagon regularly prepares a range of options for the president to review.
“It’s the job of the Pentagon to make preparations in order to give the commander-in-chief maximum optionality. It does not mean the president has made a decision,” Leavitt told the newspaper.
Inter-party divisions
Deploying boots on the ground has been a major political Rubicon for Trump, who has long favoured swift and finite military action abroad in what he calls an “America First” strategy.
The decision would also be a major gut check for Republican lawmakers, who have generally thrown their support behind Trump even as influential figures in his “Make America Great Again” (MAGA) movement have condemned the war.
That was largely on display at the Conservative Political Action Conference (CPAC) gathering held in Dallas, Texas over the weekend, where several speakers cheered the war or avoided the issue altogether.
However, former member of Congress and Trump ally Matt Gaetz directly decried any possible ground invasion.
“A ground invasion of Iran will make our country poorer and less safe,” he said. “It will mean higher gas prices, higher food prices, and I’m not sure we would end up killing more terrorists than we would create.”
The US has increased its military presence in the region in recent days, with the US Central Command (CENTCOM) saying about 3,500 additional soldiers arrived in the Middle East on board the USS Tripoli on Saturday.
About 2,000 soldiers from the US Army’s 82nd Airborne Division were diverted from the Asia Pacific region prior to that.
Last week, the Wall Street Journal reported that Trump was weighing sending an additional 10,000 troops to the region, where about 40,000 US troops are typically stationed.
Speaking to Politico last week, Representatives Eli Crane and Derrick Van Orden, both Republicans and former members of the military, also said their support for the war would shift if Trump deployed troops.
“My biggest concern this whole time is that this would turn into another long Middle Eastern war,” Crane told the news site.
“Though I don’t want to try and take away any of the president’s ability to carry out this operation, I know a lot of our supporters and a lot of members of Congress are very concerned,” he said.
World
Electric bikes can be fast and dangerous. Here’s how to stay safe
SIOUX FALLS, S.D. (AP) — The 14-year-old was riding an electric bicycle at an estimated 25 mph when he slammed into Janet Stotko during her evening walk, leaving her unconscious and bleeding on a sidewalk in her Minnesota neighborhood.
The 2024 crash nearly killed Stotko, who was raced to a hospital with severe brain injuries, a facial fracture and broken eardrum. But after being on a ventilator for two days, spending three weeks in the hospital and enduring brain surgery, she survived, surprising even her doctors.
At a checkup, she said, her doctors told her, “Wow, we can’t believe you’re here.”
Now, she’s pushing for stricter laws regulating e-bikes in hopes that others won’t be hurt.
E-bikes offer a convenient, eco-friendly and cost-effective alternative to cars, but their increasing use is drawing safety concerns. A study by the University of California, San Francisco found that rider injuries from e-bikes nearly doubled each year from 2017 to 2022, and a University of California, San Diego study showed injuries in San Diego among e-bike riders under 18 soared 300% from 2019 to 2023.
Under federal law, most e-bikes are considered nonmotorized vehicles just like traditional bicycles, so riders don’t need a driver’s license or insurance and they don’t have to wear a helmet. But many states have more stringent rules, and regulations vary widely.
Health experts have called for new laws and better enforcement of existing regulations, and officials in many places are taking action.
Here’s what e-bikers should know to keep themselves and people around them safe.
This article is part of AP’s Be Well coverage, focusing on wellness, fitness, diet and mental health. Read more Be Well.
Not all e-bikes are the same
Many states have adopted a three-tier classification of e-bikes: Class 1 have motors that kick in while riders pedal with maximum speeds of 20 mph; Class 2 have throttles that reach the 20 mph maximum without pedaling; and Class 3 provide pedal-assist up to 28 mph.
There are faster versions available, sometimes called e-motos, that can reach 40 mph even without pedaling. Many states treat these bikes like motorcycles, so they’re not allowed on sidewalks or paths, but in some states there are no specific rules for the ultra-fast bikes.
As John Maa, a general surgeon at MarinHealth Medical Center in Northern California, notes, it’s basic math that increased speeds lead to increased injuries.
“It’s Newton’s principles, right? Force equals mass times acceleration, and also kinetic energy is mass times velocity squared,” Maa said.
Learn where you can and can’t ride
Speed limits, helmet requirements and other rules for e-bikes are changing rapidly, and what’s legal in one city or state might be illegal in the next.
New York City imposed a speed limit of 15 mph on all electric bikes in October, and Florida lawmakers recently sent the governor a bill limiting e-bike speeds to 10 mph within 50 feet of pedestrians. In Connecticut, an October law requires all e-bike riders to wear a helmet, and bikes without pedals equipped with batteries over 750 watts will require a driver’s license.
“We were not only hearing from manufacturers and riders, but we were hearing from concerned citizens trying to share the road with these new electric bikes and e-scooters, and also law enforcement who really needed some clear policies set into place,” said Christine Cohen, the Connecticut state senator behind the legislation.
Know your bike
The market is full of vehicles that blur the line between a traditional e-bike and something closer to a motorcycle, and manufacturers don’t always make the distinction easy to spot.
To understand a bike’s capabilities and where it can be legally ridden, check its top speed, motor wattage, and whether it requires pedaling or operates on throttle alone. Anything outside the three-class classification could be subject to motor vehicle regulations, making it illegal to ride on some shared-use paths where slower e-bikes are allowed.
“The first thing we always tell people is familiarize yourself, read the manual, look at some videos, look at your specific model,” said Charles DiMaggio, an injury public health researcher and professor at New York University’s medical school.
Going to a local bike shop instead of buying online can help, enabling riders to ask questions, take a test ride and learn what’s legal and what isn’t.
Follow traditional bike safety measures
Hospitals and medical groups like the American College of Surgeons and American Association of Neurological Surgeons have called for stricter policies and offered safety tips.
Above all, they stress wearing a helmet. Other tips include riding defensively around cars, using front and rear lights, wearing reflective vests in the dark, and avoiding biking under the influence of drugs or alcohol. Experts also recommend against altering an e-bike to make it faster.
Maa added that e-bike riders should consider wearing a motorcycle helmet that covers the neck to protect against spinal injuries. He also advises parents to make sure their children can comfortably ride a pedal bike before they graduate to e-bikes.
“Make sure they’re comfortable, they understand the rules of the road, they’re able to navigate turns, understand the flow of traffic, the use of bicycle lanes,” Maa said.
Minnesota victim wants accountability
After she was injured, Stotko told the city council in her community of Hastings, Minnesota, about her crash to push for a stricter ordinance. The city agreed, reducing maximum e-bike speeds to 15 mph on city trails, prohibiting e-bikes on sidewalks and imposing penalties.
City police issued a citation to the 14-year-old rider for operating an e-bike underage, but no one was charged for the injury to Stotko.
“It’s really about taking accountability and ownership of owning an e-bike and operating one,” she said.
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