Brazil’s Palmeiras has become the first South American football club to enter the Roblox gaming universe.
Through the launch of Palmeiras Bloxverse, the club aims to engage with a younger demographic of fans. Players will gain access to a virtual city, participate in interactive activities, such as themed mini-games, and have access to the Palmeiras Trophy Room.
Everaldo Coelho, VP of Marketing and Communication at Palmeiras, said that this project allows fans to interact with Palmeiras “in a whole new way”, adding that “Palmeiras Bloxverse represents more than a digital extension: it is a direct contact between the club and a new generation of fans.”
The Brazilian club partnered with Rogue Unit, a game studio specialising in the development of initiatives for brands on Roblox, to bring this vision to life.
Vítor Haueisen, Partner and Chief Technology Officer at Rogue Unit, explained that Roblox allows the club to provide experiences to fans around the world and also diversify its communication and engagement channels.
“The presence of teams is already a demand from the gamer community on Roblox, so we took advantage of the high growth of the platform’s user base and its potential to connect the Palmeiras brand with generations Z and Millennials,” Haueisen added.
“For Rogue Unit, it is a great satisfaction to be part of a moment of digital transformation of a sports brand with such cultural impact, reinforcing our vanguard role alongside a century-old institution like Palmeiras and consolidating our position as a leader in creating immersive experiences for brands in the gaming universe.”
As Haueisen mentioned, many brands worldwide have turned to platforms like Roblox to boost their visibility and engagement with younger fans. In January, the Bundesliga became the first European sports league to enter the Roblox virtual world.
Like Palmeiras, the German league saw this as an opportunity to connect with the next generation of supporters. It also allowed the Bundesliga to strengthen its existing commercial partnerships, with brands like ESPN and Topps featured prominently in the game’s lobby.
Palmeiras will be hoping for a similar response. Within just four days of its launch, the Bundesliga Clubhouse attracted over 1.3 million visits.
