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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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Video: Zelensky Calls Peace Plan ‘Quite Solid,’ Russia Then Launches Missiles

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Video: Zelensky Calls Peace Plan ‘Quite Solid,’ Russia Then Launches Missiles

new video loaded: Zelensky Calls Peace Plan ‘Quite Solid,’ Russia Then Launches Missiles

Tuesday morning, hours after President Volodymyr Zelensky of Ukraine said that the latest American-backed proposals for a peace deal between Kyiv and Moscow looked “quite solid,” Russia launched a series of drone and missiles strikes against Ukraine.

By Jamie Leventhal

December 23, 2025

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Ukraine, US near 20-point peace deal as Putin spurns Zelenskyy Christmas ceasefire offer

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Ukraine, US near 20-point peace deal as Putin spurns Zelenskyy Christmas ceasefire offer

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Ukrainian President Volodymyr Zelenskyy said Ukraine and the United States are close to finalizing a framework of security guarantees and economic arrangements tied to a proposed peace plan, while Russia has signaled it will seek significant changes before any agreement to end the war.

Speaking at a press conference in Kyiv on Dec. 22, Zelenskyy said talks with U.S. officials had produced a 20-point plan and accompanying documents that include security guarantees involving Ukraine, the United States and European partners. He acknowledged the framework was not flawless but described it as a tangible step forward.

“There are 20 points of the plan, probably not everything is perfect there, but this plan is there,” Zelenskyy said. “There are security guarantees between us, the Europeans and the United States of America, there is a framework document.”

US OFFICIALS TOUT PROGRESS IN TALKS TO REACH ‘LASTING AND DURABLE PEACE’ BETWEEN UKRAINE, RUSSIA

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President Donald Trump meets with Ukrainian President Volodymyr Zelenskiy during the 80th United Nations General Assembly, in New York City, Sept. 23, 2025. (Al Drago/Reuters)

Zelenskyy said a separate bilateral document with Washington covering security guarantees is intended to be reviewed by the U.S. Congress, adding that key annexes critical to Ukraine’s military needs were largely agreed to.

“I saw the first developments, there are almost 90%, to be honest, exactly those attachments that are important for us, what our army and Ukraine can count on,” he said, describing the draft as “quite decent.”

A Christmas tree remains in a living room damaged by a Russian drone strike in Zaporizhzhia, Ukraine, on Dec. 16, 2025. Russian troops attacked a nine-story apartment building with a drone, starting a fire in several flats and injuring three people. (Dmytro Smolienko/Ukrinform/NurPhoto via Getty Images)

He also said a first version of an agreement on Ukraine’s recovery had been prepared, calling it an economic strategy that, together with the security documents, forms “the basic block of all documents.”

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Zelenskyy warned, however, that diplomacy has not reduced the immediate military threat from Russia. He criticized Moscow for rejecting proposals for a Christmas ceasefire, calling it a “bad signal,” and warned of potential attacks during the holiday period.

MOMENTUM BUILDS IN UKRAINE PEACE PUSH, BUT EXPERTS FEAR PUTIN WON’T BUDGE

Ukrainian servicemen fire a self-propelled howitzer toward Russian positions at the frontline in the Zaporizhzhia region, Ukraine, Aug. 20, 2025. (Danylo Antoniuk/AP Photo)

“When Russia says there will be no Christmas ceasefire, I think that this is, in principle, always what they say, they emphasize intimidation,” Zelenskyy said. He added that Ukraine faces an air-defense shortfall and urged civilians to remain vigilant.

Reuters also reported that Zelenskyy confirmed Russian forces captured a border village in Ukraine’s Sumy region, taking dozens of civilians and 13 Ukrainian soldiers prisoner. He said Ukrainian troops refrained from striking Russian forces because civilians were present. Reuters noted it could not independently verify the account and that Russia had not commented.

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On the Russian side, the Kremlin said President Vladimir Putin has been briefed on the U.S. peace proposals, with Moscow expected to formulate its position in the coming days, according to Reuters and Anadolu Agency.

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President Donald Trump shakes the hand of Russian President Vladimir Putin during a joint press conference at Joint Base Elmendorf-Richardson, Alaska, Aug. 15, 2025. (AP Photo/Jae C. Hong, File)

Bloomberg News reported that Russia views the 20-point plan agreed to between Ukraine and the U.S. as only a starting point. According to a person close to the Kremlin, Moscow intends to seek key changes, including additional restrictions on Ukraine’s military, arguing that the proposal lacks provisions important to Russia and leaves many questions unanswered.

The emerging positions underline a widening gap between Kyiv’s portrayal of progress toward security guarantees and Moscow’s insistence on renegotiating core elements of the U.S.-backed plan as diplomacy continues.

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Reuters contributed to this report.

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Libyan army chief killed in plane crash: What next?

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Libyan army chief killed in plane crash: What next?

The Libyan army’s Chief of Staff, Lieutenant General Mohammed Ali Ahmed al-Haddad, has been killed in a plane crash in Turkiye while returning from an official visit to Ankara.

Turkish officials said the private aircraft, which was heading back to Tripoli on Tuesday, requested an emergency landing due to an electrical failure just minutes after takeoff, but then lost contact.

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The crash, which also killed four senior Libyan military officials and three crew members, has sent shockwaves across Libya, where General al-Haddad was seen as a unifying figure amid deep political divisions. The Libyan government has announced three days of national mourning.

Here is what we know so far:

Who was Mohammed Ali Ahmed al-Haddad?

General al-Haddad was Libya’s chief of the General Staff, the highest-ranking military officer in the country’s armed forces.

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General al-Haddad worked within the United Nations-recognised Government of National Unity (GNU) in Tripoli to bring together competing armed factions.

Al Jazeera’s Malik Traina said people in Libya were mourning al-Haddad, whom he said was a key figure in efforts to unify the country’s fractured military. “He really was someone who tried to build up the military institutions, especially in western Libya, a place that is divided with powerful armed groups and militias controlling vast areas of land,” Traina, reporting from Tripoli, said.

“You have powerful armed groups, militias controlling different parts of land. They hold a huge influence on the government. He refused to let these militias hold sway on the government,” Traina added, and was seen as “someone that people could rally behind and support to try to bring some kind of unity to Libya.”

General al-Haddad had served in that post since 2020 and was seen as a key figure in efforts to unify Libya’s divided military structures, a crucial element of broader attempts to stabilise the country, which descended into chaos following the toppling of its long-term leader Muammar Gaddafi in 2011.

Al Jazeera’s Traina said General al-Haddad was one of the first military officials who joined the rebel forces in the revolution that toppled Gaddafi.

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Libya is currently divided between the internationally recognised government based in Tripoli and the rival administration in the east led by military commander Khalifa Haftar.

“He was a very charismatic and strong leader. General Mohammed was someone who was respected by all sides,” Al Jazeera’s Traina said. “He was someone who believed in the rule of law, always talked about values of democracy, and wanted to transition Libya into civilian rule.”

Al-Haddad’s death is being mourned in the eastern part of Libya governed by a rival administration, including Haftar, who expressed sorrow and offered his condolences.

During his Turkiye trip, al-Haddad held talks in Ankara with Turkish Defence Minister Yasar Guler, and his Turkish military counterpart, Selcuk Bayraktaroglu. Ankara has cultivated close military and economic ties with the Tripoli-based administration, but recently, Ankara has moved to strengthen relations with the eastern administration led by Haftar.

Turkey’s Chief of General Staff General Selcuk Bayraktaroglu, right, poses for a photograph with Libyan Chief of General Staff Lieutenant General Mohammed Ali Ahmed al-Haddad during their meeting in Ankara, Turkiye [Turkish Defence Ministry via AP Photo]

What do we know about the plane crash?

Burhanettin Duran, Turkiye’s head of communications, said the Dassault Falcon 50 jet departed Ankara Esenboga Airport at 17:17 GMT on Tuesday, bound for Tripoli.

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At 17:33 GMT, it notified air traffic control of an electrical malfunction and declared an emergency, according to his statement. The jet was 37 years old, according to flight tracking site Flightradar24.

Controllers directed the aircraft back towards Esenboga and initiated emergency protocols, but it vanished from radar at 17:36 GMT while descending to land, and communication was lost, Duran said.

Interior Minister Ali Yerlikaya said had earlier reported that the plane requested an emergency landing while flying over Ankara’s Haymana district.

Yerlikaya added that the wreckage was later located near Kesikkavak village in the area. Search and rescue teams reached the crash site after operations were launched by the Interior Ministry.

The Interior Minister later said that authorities had recovered cockpit voice and flight data recorders, collectively known as black boxes. An investigation is under way to “fully clarify” the cause of the crash, he told reporters in Ankara.

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Investigations into the cause are continuing with the participation of all relevant agencies, Duran said. Turkiye has appointed four prosecutors to lead the probe, and Yerlikaya noted that 408 personnel were deployed for the search and recovery effort.

A group of military officials from Libya is carrying out inspections at the crash site, according to Turkish state news agency Anadolu.

INTERACTIVE - Libyan army chief killed in plane crash-1766566241
(Al Jazeera)

Were other people killed in the crash?

Yes. All people on board died in the crash. In addition to al-Haddad, seven others died in the crash, including four senior Libyan military officials and three crew members.

Among the Libyan officials killed were:

  • General al-Fitouri Ghraibil, head of Libya’s ground forces.
  • Brigadier General Mahmoud al-Qatawi, director of the Military Manufacturing Authority.
  • Muhammad al-Asawi Diab, senior military adviser.
  • Muhammad Omar Ahmed Mahjoub, a military photographer.

What are the reactions to al-Haddad’s death?

Libyan Prime Minister Abdul Hamid Dbeibah described the incident as a “tragic loss”.

“This great tragedy is a great loss for the nation, the military establishment, and all the people,” he said. “We have lost men who served their country with sincerity and dedication and were an example of discipline, responsibility, and national commitment.”

In a statement from the eastern Libyan armed forces, commander Haftar expressed “deep sorrow over this tragic loss” and offered condolences to General al-Haddad’s family, tribe, and city, as well as “to all the Libyan people”.

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What’s next?

In a statement, Libya’s Government of National Unity announced a three-day mourning period, during which flags will be flown at half-staff across all state institutions, and all official ceremonies and celebrations will be suspended.

Austria’s former defence attache to Libya, Wolfgang Pusztai, said the death of al-Haddad was “very significant” and a major blow for Dbeibah.

“Al-Haddad hails from Misrata, an important merchant city about three hours east of Tripoli, just like Dbeibah, and the key role of al-Haddad was to ensure the loyalty of the mighty militias of the city of Misrata to the government,” Pusztai told Al Jazeera.

“Misrata is the most important military power in western Libya, and this might really trigger some problems for Dbeibah, if this loyalty is broken in the future.”

Libya’s Presidential Council has appointed General Salah Eddine al-Namrush as the acting chief of staff for the Libyan army until General al-Haddad’s replacement is announced.

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“It’s extremely big shoes to fill. It is really going be very difficult for authorities to find somebody as charismatic and strong who can unify the country like Mohammed al-Haddad,” Al Jazeera’s Traina said.

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