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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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How Cheap Drones Are Changing Wars Like the Ones in Ukraine and Iran

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How Cheap Drones Are Changing Wars Like the Ones in Ukraine and Iran

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A 3-D rendering of an Iranian Shahed-136 drone, a device with two triangle-shaped wings attached to a central fuselage. It has an engine the size of a small motorcycle’s and carries 110 pounds of explosives.

Engine the size of a small motorcycle’s

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Carries 110 pounds of explosives

One of the biggest takeaways of the war with Iran is that it has proven itself to be a surprisingly capable adversary against the United States. In addition to its willingness to go on the offensive, Iran has forced the U.S. and its regional allies to confront the rise of cheap drones on the battlefield.

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Iranian drones, made with commercial-grade technology, cost roughly $35,000 to produce. That is a fraction of the cost of the high-tech military interceptors sometimes used to shoot them down.

Note: Estimated price of munitions per unit. In practice, multiple interceptors are fired when targeting a drone. For instance, with the $80 bullet fired by the Centurion Counter-Rocket, Artillery, and Mortar (C-RAM), 75 rounds are fired in a second. Sources: Department of Defense, Lockheed Martin, Northrop Grumman, Open Source Munitions Portal, SRC Inc, U.S. Army and U.S. Navy.

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Cheap drones changed the war in Ukraine, and they have enabled Iranians to exploit a gap in American defense investments, which have historically prioritized accurate but expensive solutions.

Countering drones has been a major priority for the Pentagon for years, according to Michael C. Horowitz, who was a Pentagon official in the Biden administration. “But there has not been the impetus to scale a solution,” he said.

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In just the first six days, the U.S. spent $11.3 billion on the war with Iran. The White House and Pentagon have not provided updated estimates, but the American Enterprise Institute, a conservative-leaning think tank, estimated in early April that the U.S. had spent approximately between $25 and $35 billion on the war, with interceptors driving much of the cost. Many missile defense experts also fear interceptor stockpiles are now running dangerously low.

Here is a breakdown of some of the ways the U.S. and its allies have countered Iran’s drones, and why it can be so costly.

Air-based strikes

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In an ideal scenario, an early warning aircraft spots a drone when it is still several hundred miles out from a target, and a fighter jet, like an F-16, is dispatched from a military base. The F-16 can then use Advanced Precision Kill Weapon System (APKWS) II rockets to shoot a drone from about six miles away.

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A 3-D rendering of an F-16 fighter jet firing an APKWS II rocket from under one wing. Two to three rockets are fired per drone, as per air defense protocol. Two APKWS II rockets and an hour of F-16 flight cost approximately $65,000, a little less than twice that of the Iranian Shahed-136.

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Two to three interceptors fired per drone

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Source: U.S. Navy, Department of Defense

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These types of defensive air patrols are cost-efficient, but haven’t always been available because of the vast scope of the conflict. Iran has also targeted early warning aircraft that the U.S. needs to detect a drone from that distance, according to NBC News.

The other option for detecting and shooting down drones is a variety of different ground-based detection systems, but these systems are all at a disadvantage, as their ability to spot low-flying drones is limited by the curvature of the earth.

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Anti-drone defense systems

One ground-based defense system the U.S. and its allies have built specifically to counter drones at a shorter range is the Coyote. It can intercept drones up to around nine miles away.

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A 3-D rendering of a Coyote Block 2 interceptor, which looks like a three-foot tube with small rockets at one end. Two Coyotes cost approximately $253,000 or about seven times that of the Iranian Shahed-136.

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The Coyote is significantly cheaper than many of the other ground-based defense systems available to the U.S. and its allies and historically effective at defending important assets. But despite being both effective and cost-efficient, relatively few Coyotes have been procured by the U.S. military in recent years.

When Iran-backed militias launched attacks on U.S. ground troops in the region in 2023 and 2024, there were so few Coyotes available that troops had to shuffle the systems between eight different bases in the region almost daily, according to a report from the Center for a New American Security, a Washington think tank.

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Ship-based anti-missile defenses

Many of the longer-range ground-based defense systems the U.S. and its allies can use to combat drones are more expensive, as they are designed to shoot down aircraft and ballistic missiles, not drones. A Navy destroyer’s built-in radar system, for instance, can detect drones from 30 miles away and shoot it down with Standard Missile 2 (SM-2) interceptors. As in the air-based strikes, military protocol stipulates that at least two missiles be fired.

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A 3-D rendering of the deck of a Navy destroyer firing an SM-2 missile from a built-in launcher, which looks like a 15-foot missile launching from a grid of openings on the ship’s surface. Two SM-2 missiles cost approximately $4.2 million, about 120 times that of the Iranian Shahed-136.

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This misalignment between America’s defense systems and current warfighting tactics started after the Cold War, when the anticipated threats were fewer, faster, higher-end projectiles, not mass drone raids.

Iran often launches multiple Shahed-136 drones at a time, given their low price tag. The drones are also programmed with a destination before launch and can travel roughly 1,500 miles, putting targets all across the Middle East within reach.

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“This category of lower-cost precision strike just didn’t exist at the time that most American air defenses were developed,” said Mr. Horowitz.

Ground-based anti-missile defenses

The Army’s standard air-defense system is the Patriot. Typically stationed at a military base, it can shoot down a drone from up to around 27 miles away with PAC-3 Missile Segment Enhancement interceptors. Military protocol stipulates that at least two missiles be fired.

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A 3-D rendering of a Patriot launcher loaded with 17-foot PAC-3 MSE missiles, which looks like a tilted shipping container with scaffolding. Two PAC-3 MSE missiles cost approximately $8 million, about 220 times that of the Iranian Shahed-136.

Patriot missile defense system

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Air defense training teaches service members to prioritize using longer-range defense systems first to “get as many bites at the apple as you can,” but those are the most expensive, said Stacie Pettyjohn, a senior fellow and director of the defense program at the Center for a New American Security.

But a costly defense can still make economic sense to protect a valuable target, especially those that are difficult to repair or replace, such as the nearly $1.1 billion radar at a military base in Qatar and the $500 million air defense sensor at a base in Jordan that were damaged early in the conflict.

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Ground-based guns

Finally, there is what one might call a last resort: a ground-based gun. When a drone is about a mile away or less than a minute from hitting its target, something like the Centurion C-RAM can begin rapidly firing to take down the drone.

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A 3-D rendering of a Centurion C-RAM, which looks like a gun mounted to a rotating, cylindrical stand. The gun fires 75 rounds of ammunition per second. Five seconds of firing the gun costs $30,000, slightly less than a single Iranian Shahed-136.

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Centurion Counter-Rocket, Artillery and Mortar

Fires 375 rounds of ammunition in 5 seconds

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Even though it is fairly cost-effective, the Centurion C-RAM is not the best option because it has such a short range.

Interceptor drones

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There’s also what one might call the future of fighting drones: A.I.-powered interceptor drones. Interceptor drones like the Merops Surveyor can theoretically hunt and take down enemy projectiles from a short range.

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A 3-D rendering of a Surveyor drone, which looks like a three-foot tube with wings and a tail. The Merops drone costs approximately $30,000, a little less than a single Iranian Shahed-136.

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Merops system: Surveyor drone

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Eric Schmidt, the former Google chief executive, founded a company to develop the Merops counter-drone system in conjunction with Ukrainian fighters, who have already been combatting Iranian drones in the war with Russia for years.

The U.S. sent thousands of Merops units to the Middle East after the conflict began, but it is unclear whether they have been deployed. The military set up training on the system in the middle of the war, as reported by Business Insider.

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Other attempts to lower the cost-per-shot ratio of taking out a drone have failed.

The Pentagon invested over a billion dollars in fiscal year 2024 researching directed energy weapons, or lasers, that would cost only $3 per shot and have a range of 12 miles. Those systems have yet to be used in the field.

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Despite the cost imbalance, the real fear for many in the defense community is the depleted stockpile of munitions.

“What scares me is that we will run out of these things,” said Tom Karako, the director of the Missile Defense Project at the Center for Strategic and International Studies in Washington. “Not that we can’t afford them, but that we’ll run out before we can replace them.”

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Moscow-born gunman dead after Kyiv shooting rampage leaves at least 6 dead, 14 wounded: Zelenskyy

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Moscow-born gunman dead after Kyiv shooting rampage leaves at least 6 dead, 14 wounded: Zelenskyy

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A Russian gunman was killed by special forces Saturday in Ukraine after opening fire at a supermarket in Kyiv, killing six people and wounding 14 others — including a 12‑year‑old boy.

The 58-year-old shooter long resided in the Donetsk region and was born in Moscow, according to Ukrainian President Volodymyr Zelenskyy and Interior Minister Ihor Klymenko.

He took at least four hostages, killed one of them, and fatally shot four others on the street, Zelenskyy said. Another woman died at a hospital from her injuries.

Graphic video captured by witnesses showed the gunman shooting at a victim within close range on the street. Other bodies were seen lying on the pavement and in courtyards.

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The gunman was seen walking with a weapon on the street. (Obtained by Will Stewart)

MANHUNT UNDERWAY AFTER GUNMEN STORM CHICK-FIL-A LEAVING 1 DEAD

Ukranian special forces stormed the convenience store after 40 minutes of failed negotiations, according to Klymenko.

At least fourteen people were wounded in the attack, though officials cautioned the number may rise as people continue to seek medical assistance.

Among the injured is a 12‑year‑old boy and a supermarket security guard, according to Kyiv Mayor Vitali Klitschko.

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The gunman was pictured dead in the convenience store. (Obtained by Will Stewart)

NINE DEAD, 13 WOUNDED IN SECOND TURKISH MASS SHOOTING IN TWO DAYS

Zelenskyy said the shooter also set fire to an apartment prior to the attack, though it is unclear if any injuries resulted from the arson.

“My condolences to the families and loved ones of the victims,” Zelenskyy wrote in an X post. “…We wish all the wounded a swift recovery.”

The gunman had previously been prosecuted for criminal offenses, but held a valid weapons permit, according to authorities. Investigators from the National Police and the Security Service of Ukraine are investigating.

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The gunman was seen holding and shooting a weapon in the street. (Obtained by Will Stewart)

GUNMAN OPENS FIRE AT HIGH SCHOOL IN TURKEY, WOUNDING AT LEAST 16

Ukraine’s security service labeled the attack an act of terrorism.

“All available information about him and the motives behind his actions is being thoroughly investigated,” Zelenskyy said. “Every detail must be verified.”

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One of the shooter’s neighbors, Hanna Kulyk, 75, described him as an “educated, refined man,” who lived alone and did not socialize often.

“You’d never guess he was some kind of criminal,” Kulyk told The Associated Press.

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Iran navy says any ship trying to pass Strait of Hormuz will be targeted

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Iran navy says any ship trying to pass Strait of Hormuz will be targeted

Top negotiator Mohammad Bagher Ghalibaf says US naval blockade of Iran’s ports is ‘a clumsy and ignorant decision’.

Iran’s Islamic Revolutionary Guard Corps Navy (IRGC) says the Strait of Hormuz is closed and that any ship that attempts to pass through the waterway will be targeted, a dramatic reversal less than 24 hours after the critical shipping lane was reopened.

In a statement carried by Iran’s Student News Agency, the IRGC navy said on Saturday the strait will be closed until the United States lifts its naval blockade on Iranian vessels and ports. It said the blockade was a violation of the ongoing ceasefire agreement in the US-Israel war on Iran.

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“We warn that no vessel of any kind should move from its anchorage in the Persian Gulf and the Sea of Oman, and approaching the Strait of Hormuz will be considered cooperation with the enemy, and the offending vessel will be targeted,” it said.

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Mohammad Bagher Ghalibaf, Iran’s parliament speaker and a senior negotiator in talks between Washington and Tehran on ending the war, said in a television interview that “the Strait of Hormuz is under the control of the Islamic Republic”.

“The Americans have been declaring a blockade for several days now. This is a clumsy and ignorant decision,” he added.

The reassertion of control came just hours after Iran had briefly reopened the strait, in line with a 10-day ceasefire between Israel and Lebanon. Oil prices dropped on global markets after Iranian Foreign Minister Abbas Araghchi said on Friday that the waterway was “completely open for all commercial vessels.”

More than a dozen commercial ships passed through the waterway before the IRGC reversed course.

Iranian gunboats reportedly fired on two commercial ships on Saturday, according to United Kingdom Maritime Trade Operations (UKMTO). India’s Ministry of External Affairs also said that two Indian-flagged ships were involved in a “shooting incident” in the strait.

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Some merchant vessels in the region received radio messages from the IRGC Navy, warning that no ships were being allowed through the strait.

US President Donald Trump said Tehran could not blackmail Washington by closing the waterway and warned that he would put an end to the ceasefire if a deal before its expiry on Wednesday is not reached. Trump added that the naval blockade would “remain in full force”.

Iranian Supreme Leader Mojtaba Khamenei, meanwhile, said the navy was ready to inflict “new bitter defeats” on its enemies.

‘Two competing blockades’

Al Jazeera correspondent Zein Basravi said that Iran and the US are back where they were the previous day.

“Less than 24 hours ago, world leaders were praising what they thought was a breakthrough in this conflict, hoping Iran was signalling a confidence-building measure by opening the Strait of Hormuz, potentially leading to a ceasefire deal and a permanent end to the war,” he said.

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“As disappointed as people may be, this isn’t entirely surprising. What we’re seeing now is a return to square one,” he added, saying there are now “two competing blockades in place”.

Al Jazeera’s Ali Hashem, reporting from Tehran, said Iran was using the strait to send a message.

“It’s clear that Iran is dealing with a situation in which they are not sure what’s on the table. So the Strait of Hormuz is once again the only space for engagement, even if it’s a negative engagement. And it’s the space where they are sending and conveying messages to the Americans, showing their leverage,” he said.

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