Connect with us

World

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

Published

on

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.

Advertisement

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.

Advertisement

“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.

Advertisement

“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.

Advertisement

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.”

Advertisement

World

Video: Pakistan Launches Airstrikes on Afghanistan

Published

on

Video: Pakistan Launches Airstrikes on Afghanistan

new video loaded: Pakistan Launches Airstrikes on Afghanistan

Tensions between Afghanistan and Pakistan escalated on Friday as the two countries clashed.
Advertisement

By Monika Cvorak

February 27, 2026

    Denmark’s Prime Minister Calls For a Snap Parliamentary Election

    1:36

    Marco Rubio Says U.S. Is Probing Deadly Cuban Shooting

    0:45

    Amid Chaos in Mexico, False Images Stoked Fears

    2:45

    Advertisement
    Violence in Mexico After Cartel Boss Is Killed

    1:40

    Violence Erupts Across Mexico After Cartel Boss Killed

    0:58

    The Japanese Airport That Doesn’t Lose Bags

    2:59

Video ›

Today’s Videos

Advertisement

U.S.

Politics

Immigration

NY Region

Science

Advertisement

Business

Culture

Books

Wellness

World

Advertisement

Africa

Americas

Asia

South Asia

Donald Trump

Advertisement

Middle East Crisis

Russia-Ukraine Crisis

Visual Investigations

Opinion Video

Advertisement

Advertisement

SKIP ADVERTISEMENT

Continue Reading

World

State Dept authorizes non-essential US Embassy personnel in Jerusalem to depart ahead of possible Iran strikes

Published

on

State Dept authorizes non-essential US Embassy personnel in Jerusalem to depart ahead of possible Iran strikes

NEWYou can now listen to Fox News articles!

The State Department is allowing non-essential personnel working at the U.S. Embassy in Jerusalem to leave Israel ahead of possible strikes on Iran. The embassy announced the decision early Friday morning and said that “in response to security incidents and without advance notice” it could place further restrictions on where U.S. government employees can travel within Israel.

Advertisement

The decision came after meetings and phone calls through the night Thursday into Friday, according to The New York Times, which reviewed a copy of an email that U.S. Ambassador to Israel Mike Huckabee sent to embassy workers.

The Times reported that the ambassador said in his email that the move was a result of “an abundance of caution” and that those wishing to leave “should do so TODAY.” He reportedly urged them to look for flights out of Ben Gurion Airport to any destination, cautioning that the embassy’s move “will likely result in high demand for airline seats today.”

The U.S. has authorized non-essential embassy personnel to leave Israel amid escalating tensions with Iran. (Al Drago/Bloomberg via Getty Images; Iranian Leader Press Office/Anadolu via Getty Images)

In the email, Huckabee also said that there was “no need to panic,” but he underscored that those looking to leave should “make plans to depart sooner rather than later,” the Times reported.

“Focus on getting a seat to anyplace from which you can then continue travel to D.C., but the first priority will be getting expeditiously out of country,” Huckabee said in the email, according to the Times.

Advertisement

Former Arkansas Gov. Mike Huckabee, U.S. President Donald Trump’s nominee to be ambassador to Israel, arrives to testify during his Senate Foreign Relations Committee confirmation hearing at the Dirksen Senate Office Building on Mar. 25, 2025, in Washington, D.C. (Kevin Dietsch/Getty Images)

TRUMP MEETS NETANYAHU, SAYS HE WANTS IRAN DEAL BUT REMINDS TEHRAN OF ‘MIDNIGHT HAMMER’ OPERATION

The embassy reiterated the State Department’s advisory for U.S. citizens to reconsider traveling to Israel and the West Bank “due to terrorism and civil unrest.” Additionally, the department advised that U.S. citizens not travel to Gaza because of terrorism and armed conflict, as well as northern Israel, particularly within 2.5 miles of the Lebanese and Syrian borders because of “continued military presence and activity.” 

It also recommended that U.S. citizens not travel within 1.5 miles of the Egyptian border, with the exception of the Taba crossing, which remains open.

“Terrorist groups, lone-actor terrorists and other violent extremists continue plotting possible attacks in Israel, the West Bank, and Gaza. Terrorists and violent extremists may attack with little or no warning, targeting tourist locations, transportation hubs, markets/shopping malls, and local government facilities,” the embassy said in its warning. “The security environment is complex and can change quickly, and violence can occur in Israel, the West Bank, and Gaza without warning.”

Advertisement

Israeli and U.S. flags are placed on the road leading to the U.S. consulate in the Jewish neighborhood of Arnona, on the East-West Jerusalem line in Jerusalem, May 9, 2018. (Corinna Kern/picture alliance via Getty Images)

CLICK HERE TO DOWNLOAD THE FOX NEWS APP

While the embassy did not specifically mention Iran in its warning, it referenced “increased regional tensions” that could “cause airlines to cancel and/or curtail flights into and out of Israel.”

Fox News Digital reached out to the State Department and the White House for comment on this matter.

Advertisement

Related Article

Iran’s shadowy chemical weapons program draws scrutiny as reports allege use against protesters
Continue Reading

World

Has India’s influence in Afghanistan grown under the Taliban?

Published

on

Has India’s influence in Afghanistan grown under the Taliban?

Pakistan has accused Afghanistan’s Taliban of serving as a “proxy” for India, amid escalating hostilities between Islamabad and Kabul.

Just hours after Pakistan bombed locations in Kabul early on Friday, Pakistan’s Minister of Defence Khawaja Asif wrote on X that after NATO forces withdrew from Afghanistan in July 2021, “it was expected that peace would prevail in Afghanistan and that the Taliban would focus on the interests of the Afghan people and regional stability”.

Recommended Stories

list of 3 itemsend of list

“However, the Taliban turned Afghanistan into a colony of India,” he wrote and accused the Taliban of “exporting terrorism”.

“Pakistan made every effort, both directly and through friendly countries, to keep the situation stable. It carried out extensive diplomacy. However, the Taliban became a proxy of India,” he alleged as he declared an “open war” with Afghanistan.

This is not the first time that Asif has brought India into tensions with Afghanistan.

Advertisement

Last October, he alleged: “India wants to engage in a low-intensity war with Pakistan. To achieve this, they are using Kabul.”

So far, Asif has presented no evidence to back his claims and the Taliban has rejected accusations that it is being influenced by India.

But India has condemned the Pakistani military’s recent actions in Afghanistan, adding to Islamabad’s growing discernment that its nuclear rival and the Taliban are edging closer.

Earlier this week, after the Pakistani military carried out air raids inside Afghanistan on Sunday, India’s Ministry of External Affairs said in a statement that New Delhi “strongly condemns Pakistan’s airstrikes on Afghan territory that have resulted in civilian casualties, including women and children, during the holy month of Ramadan”.

After Friday morning’s flare-up between Pakistan and Afghanistan, India’s foreign ministry spokesperson Randhir Jaiswal again said New Delhi “strongly” condemned Pakistan’s air strikes and also noted that they took place on a Friday during the holy month of Ramadan.

Advertisement

“It is another attempt by Pakistan to externalise its internal failures,” Jaiswal said in a statement on X.

Has India’s influence in Afghanistan grown under the Taliban and what is India’s endgame with Afghanistan?

Here’s what we know:

How have relations between India and the Taliban evolved?

When the Taliban first rose to power in Afghanistan in 1996, India adopted a hostile policy towards the group and did not recognise its assumption of power. India also shunned all diplomatic relations with the Taliban.

At the time, New Delhi viewed the Taliban as a proxy for Pakistan’s intelligence agencies. Pakistan, together with Saudi Arabia and the United Arab Emirates, were the only three countries to have also recognised the Taliban administration at that point.

Advertisement

Then, in 2001, India supported the US-led invasion of Afghanistan, which toppled the Taliban administration. India then reopened its embassy in Kabul and embraced the new government led by Hamid Karzai. The Taliban, in response, attacked Indian embassies and consulates in Afghanistan. In 2008, at least 58 people were killed when the Taliban bombed India’s embassy in Kabul.

In 2021, after the Taliban returned to power, India closed its embassy in Afghanistan once again and also did not officially recognise the Taliban as the government of the country.

But a year later, as relations between Pakistan and the Taliban deteriorated over armed groups which Pakistan accuses Afghanistan of harbouring, India began engaging with the Taliban.

In 2022, India sent a team of “technical experts” to run its mission in Kabul and officially reopened its embassy in the Afghan capital last October. New Delhi also allowed the Taliban to operate Afghanistan consulates in the Indian cities of Mumbai and Hyderabad.

Over the past two years, officials from New Delhi and Afghanistan have also held meetings abroad, in Kabul and in New Delhi.

Advertisement

In January last year, the Taliban administration’s Foreign Minister Amir Khan Muttaqi met India’s Foreign Secretary Vikram Misri in Dubai, the United Arab Emirates.

Then, in October 2025, he visited New Delhi and met Indian foreign minister Subrahmanyam Jaishankar.

After this meeting, Muttaqi told journalists that Kabul “has always sought good relations with India” and, in a joint statement, Afghanistan and India pledged to have “close communication and continue regular engagement”.

Taliban Foreign Minister Amir Khan Muttaqi arrives at Darul Uloom Deoband, an Islamic seminary, in Deoband in the northern state of Uttar Pradesh, India [File: Anushree Fadnavis/Reuters]

Besides beefing up diplomatic ties, India has also offered humanitarian support to Afghanistan under the Taliban’s rule.

After a magnitude 6.3 earthquake struck northern Afghanistan in November last year, India shipped food, medicine and vaccines, and Jaishankar was also among the first foreign ministers to call Muttaqi and offer his support. Since last December, India has also approved and implemented several healthcare infrastructure projects in Afghanistan, according to a December 2025 report by the country’s press information bureau.

Advertisement

Praveen Donthi, senior analyst at the International Crisis Group, told Al Jazeera that the costs of avoiding engagement with the Taliban in the past have compelled the Indian government to adopt strategic pragmatism towards the Afghan leadership this time.

“New Delhi does not want to disregard this relationship on ideological grounds or create strategic space for India’s main strategic rivals, Pakistan and China, in its neighbourhood,” he said.

Raghav Sharma, professor and director at the Centre for Afghanistan Studies at the OP Jindal Global University in India, added that the current engagement also stems from New Delhi’s pragmatic realisation that the Taliban is now in charge in Afghanistan and that there is no meaningful opposition.

“States engage in order to protect and further their interests. While there is little by way of ideological convergence, there are areas of strategic convergence, which is what has pushed India to engage with the Taliban, some of their unpalatable policies notwithstanding,” he said.

Is this a new stance towards Afghanistan?

No. India’s growing influence and engagement with Afghanistan began well before the Taliban returned to power in August 2021.

Advertisement

Between December 2001 and September 2014, during the US presence in Afghanistan, New Delhi was a strong supporter of the Karzai government, and then of his successor, Ashraf Ghani’s government, which was in power from September 2014 until August 2021, when the US withdrew from the country.

In October 2011, under Karzai, India and Afghanistan renewed ties by signing an agreement to form a strategic partnership. New Delhi also pledged to support Afghanistan in the face of foreign troops in the nation as a part of this agreement.

Under both Karzai and his successor, Ghani, India invested more than $3bn in humanitarian aid and reconstruction work in Afghanistan. This included reconstruction projects like schools and hospitals, and also a new National Assembly building in Kabul, which was inaugurated in December 2015 when Indian Prime Minister Narendra Modi visited Afghanistan for the first time.

India’s Border Road Organisation (BRO) also assisted Afghanistan in the development of infrastructure projects like the 218km Zaranj-Delaram highway in 2009 under Karzai’s government.

Under Ghani, New Delhi undertook building the Salma Dam project to help with irrigating Afghanistan. In June 2016, when Modi visited Afghanistan once again, he inaugurated this $290m dam project. In May 2016, Iran, India and Afghanistan also signed a trilateral trade and transit agreement on the Chabahar port.

Advertisement
Modi and Ghani
India’s Prime Minister Narendra Modi (L) and Afghan President Ashraf Ghani hold sweets as they inaugurate Afghanistan’s new parliament building in Kabul, Afghanistan [File: Stringer/Reuters]

During this period – 2001-2021 – Pakistan’s unease with New Delhi and Kabul’s new partnership grew.

In October 2011, after signing a strategic agreement with India, Karzai had assured Islamabad that while “India is a great friend, Pakistan is a twin brother”.

But Karzai was critical of Pakistan’s support for the Taliban. In his last speech as president of Afghanistan in Kabul in September 2014, he stated that he believed most of the Taliban leadership lived in Pakistan.

In a 2011 report by a Washington, DC-based think tank, the Center for Strategic and International Studies, Amer Latif, former director for South Asian affairs in the US Office of the Undersecretary of Defense for Policy, noted that Karzai was walking a “fine line between criticising Pakistan’s activities while also referring to Pakistan as Afghanistan’s ‘twin brother’.”

“It is in this context that Karzai appears to be looking to solidify long-term partnerships with countries that will aid his stabilisation efforts,” he said, referring to Karzai’s visit to India and his efforts to improve relations with the subcontinent.

When Ghani rose to power in September 2014, he tried to reset ties with Pakistan and also visited the country in November that year. But his efforts did not result in improved ties due to border disputes with Pakistan continuing until his administration was overthrown by the Taliban in August 2021.

Advertisement

So why has India maintained ties with Afghanistan under the Taliban?

Initially, when the Taliban returned to power in 2021 following the withdrawal of the US, political analysts largely expected Pakistan to lead the way in recognising the Taliban administration as the official government of Afghanistan, improving bilateral relations which had turned icy under Karzai and Ghani.

But relations turned hostile, with Pakistan repeatedly accusing the Taliban of allowing anti-Pakistan armed groups like the Pakistan Taliban (TTP) to operate from Afghan soil. The Taliban denies this.

Then, the deportation of tens of thousands of Afghan refugees by Pakistan in recent years further strained ties between the two neighbours.

India has ultimately taken a pragmatic approach to the Taliban in order to maintain the good relations it built with Afghanistan from 2001 to 2021, and has somewhat leveraged poor relations between Pakistan and Afghanistan to cement these.

“With Pakistan’s increasingly strained relations with Afghanistan, the logic of ‘enemy’s enemy’ is acting as a glue between Kabul and New Delhi,” International Crisis Group’s Donthi said.

Advertisement

He added that despite the fact that India’s Bharatiya Janata Party (BJP)-led government opposes Islamist organisations, “the strategic necessity to counter Pakistan has led it to engage with the Taliban proactively”.

India and Pakistan are nuclear-armed rivals which engaged in a four-day conflict in May 2025 after armed rebels killed Indian tourists in Pahalgam, a popular tourist spot in Indian-administered Kashmir, last April. New Delhi accused Pakistan of supporting rebel fighters, a charge Pakistan strongly denied.

For its part, Afghanistan took the opportunity to strongly condemn the Pahalgam attack and the Indian Ministry of External Affairs expressed “deep appreciation” to the Taliban for its “strong condemnation of the terrorist attack in Pahalgam … as well as for the sincere condolences”.

India has also condemned Pakistani military action in Afghanistan and has provided aid to thousands of Afghan refugees displaced from Pakistan.

So what is India’s endgame in Afghanistan?

Sharma, the OP Jindal Global University professor, said India wants to ensure that Pakistan and China, whose influence has grown in South Asia in recent years, “do not have a free run”, as “there is a divergence of interest on Afghanistan” with both Pakistan and its ally, China.

Advertisement

“There are security interests New Delhi is keen to further and protect for which engagement [with the Taliban] is the only option,” he added.

Anil Trigunayat, a former Indian diplomat, noted that while Afghanistan and Pakistan relations have their own dynamic, currently the Taliban leadership, even if not a monolith, refuses to play to the tunes of the Pakistan military and its intelligence agency.

“Hence they [Pakistan] accuse Indian complicity in Taliban actions in Pakistan,” he said.

But the Taliban, he said, “understands and appreciates India’s intent, policies and [humanitarian] contributions”, making its leaders keen to continue collaboration with New Delhi.

Advertisement
Continue Reading

Trending