FIFA WORLD
Client
FIFA
Branded Experience on Roblox.
Year
2022-2025
My Role
Project Manager
01. About FIFA World
In 2022, FIFA expanded its footprint in the gaming world by announcing its debut on Roblox, launching a free-to-play experience called FIFA World. Building on its success, FIFA went on to release two additional experiences, FIFA Footblocks and FIFA Tycoon, in collaboration with two of its member associations, U.S. Soccer and the DFB (German Football Association).
FIFA’s worlds on Roblox offer immersive virtual environments centered around community, diversity, and fun, creating year-round opportunities for football fans across the globe to connect. These experiences have featured World Cup–themed activities, mini-games, hosted both the men’s and women’s World Cups, released exclusive UGC items in partnership with collaborators, and delivered regular in-game events and updates for partners.
02. Scope of Project
Led the launch of FIFA’s flagship Roblox games, FIFA World, FIFA Tycoon and FIFA Footblocks, managing over $2M in project budgets and 30+ major updates across three years.
Delivered activations tied to three FIFA World Cups and global campaigns with partners like adidas, VISA, and Rexona. Oversaw UGC development featuring official kits, mascots, and stars like Lena Oberdorf, Alexia Putellas and Pedri.
Managed FIFA's partner relations and multi-platform campaigns across Roblox, YouTube, TikTok, and more, reaching a global audience.
03. Responsibilities & Leadership
End-to-end Project Ownership
Lead the full lifecycle of FIFA’s branded gaming experiences on Roblox, from initial concept through launch and live operations, ensuring alignment with both gameplay goals and brand strategy.
Milestone & Release Planning
Defined production milestones, tracked deliverables, and managed go-live dates, often working within fixed timelines driven by marketing campaigns, product drops, or global events.
Client & Brand Partner Management
Acted as the primary liaison between The Gang teams and FIFA and their partners, managing expectations and ensuring brand integrity across all touchpoints.
Budget & Resource Planning
Forecasted and managed project budgets, ensuring that resources are allocated efficiently across departments and deliverables.
Cross-Functional Team Leadership
Coordinated efforts across design, development, art, QA, marketing, and brand teams to deliver cohesive and engaging branded experiences.
Stakeholder Communication & Reporting
Delivered regular status updates and performance insights to internal leadership and external brand partners, highlighting progress, KPIs, and impact.
IP & Brand Sensitivity Oversight
Ensured that all in-game content, features, and visuals align with brand guidelines and preserve the integrity of partner IPs.
Campaign & LiveOps Management
Aligned in-game activations with cross-channel campaigns,ensuring seamless cross-channel experiences; led agile workflows and live content updates.
04. Tools & Methodologies
Managed FIFA’s Roblox games using agile methodologies with Scrum, leading 2-week sprints and coordinating cross-functional teams via Jira and Discord.
Oversaw tight 2–4 month production cycles, ensuring rapid iteration and on-time delivery through daily stand-ups and weekly client check-ins.
Handled resourcing and budgeting with Harvest, tracked performance with Roblox Analytics, and centralized documentation in Notion and Google Sheets. Enabled high-quality delivery under tight timelines by staying flexible, data-driven, and closely aligned with both the team and the client.
05. Stakeholder & Client Communication
I led stakeholder and client communication with FIFA by setting clear expectations, aligning on KPIs, and fostering transparency from the outset.
Throughout the project lifecycle, I ensured consistent updates via weekly status meetings with FIFA and bi-weekly partner check-ins. My communication emphasized clarity, strategic alignment, and a solution-oriented approach.
I collaborated closely with FIFA’s Senior Business Development team and the Director of Gaming and Esports, as well as The Gang’s executive leadership.
I facilitated biannual workshops, delivered yearly business reviews at FIFA HQ in Zürich, and hosted meetings in Sweden. I also co-represented The Gang with FIFA at the Roblox Developers Conference in San Francisco.
06. Brand Sensitivity & Creative Execution
We ensured brand alignment across all creative work for FIFA on Roblox, rooted in diversity, inclusivity, and community. A key example was our Rexona Women’s World Cup campaign, featuring diverse avatars and an empowering Obby that encouraged girls to engage with football.
All content was crafted to resonate with Gen Z while staying true to FIFA and partner brand values. This approach delivered culturally relevant, on-brand experiences that drove engagement and impact.
07. Collaboration & Problem Solving
Over three years with FIFA, I navigated tight deadlines, shifting scopes, and critical bugs by staying transparent and solution-focused. I restructured timelines and resources mid-project to meet go-live dates without compromising quality. When client requests clashed with scope, I proposed pragmatic alternatives that met expectations. This approach built trust and sustained long-term success with FIFA and its partners.
08. Results & Outcomes
I led the launch of FIFA’s first-ever Roblox experience, achieving 21M+ visits, 160K DAU, and 85M+ minutes played in the first year. We released 3 games, 1 relaunch, and 15+ major updates, integrating partners like adidas, VISA, and Rexona.
A standout adidas campaign drove 450K+ interactions and 250K+ real-world rewards. FIFA’s experiences saw a 20% YoY engagement boost and relaunched in 2024 as FIFA World Tycoon, partnering with U.S. Soccer and the DFB.
FIFA+ Video Content Views
10M+
FIFA World
Football Players integrated
12+
FIFA World
World Cup Kits collected
700k+
FIFA World
Visits
6.6M+
FIFA Footblocks
Minutes played
100M+
FIFA World
Partners integrated
6+
FIFA World
Visits
21M
FIFA World
Top CCU (Concurrent Players)
5.5k+
FIFA World