FIFA expands gaming with creator-led campaign

Jung von Matt SPORTS has developed the creative platform behind FIFA's gaming activation for the FIFA World Cup 2026, with the FIFA Gaming Couch campaign designed to connect football, gaming and entertainment audiences through creator-led content and live experiences.

The campaign follows FIFA's updated Digital Football Strategy and supports the organisation's expanding gaming portfolio, including FIFA Heroes, FIFA World Cup: Launch Edition on Netflix Games, and integrations with several gaming platforms.

FIFA Gaming Couch drives creator campaign

The FIFA Gaming Couch serves as the central creative platform for FIFA's gaming marketing activity. Developed with Jung von Matt SPORTS, the initiative aims to reach gaming audiences beyond traditional football fans through entertainment-focused storytelling.

To launch the campaign, FIFA organised a six-week road trip from Los Angeles to New York City centred on a branded delivery truck carrying the FIFA Gaming Couch. Inspired by 1990s sitcoms, the content follows a fictional delivery driver named Dean as he travels through host cities including Las Vegas, Dallas and Miami before arriving in New York for the tournament's closing weekend.

According to FIFA, the campaign has generated more than 60 million views across FIFA-owned and partner channels through content created with more than 70 creators, alongside Netflix and Netflix Games.

Pop-up events support gaming launches

During the tour, FIFA hosted public events in West Hollywood, Dallas and Miami, where fans were able to experience games including FIFA Heroes, FIFA World Cup: Launch Edition, FIFA Super Soccer on Roblox, Rocket League and Football Manager 2026.

The Dallas activation also featured a crossover with Netflix's Squid Game. The campaign concludes at Fanatics Fest in New York, where FIFA and Netflix Games will host the Couch Cup, a creator tournament for FIFA World Cup: Launch Edition featuring creators including Jacob Romero and Kiawentiio.

Agency collaboration supports digital strategy

Christian Volk, Director Gaming & Esports, FIFA: "Football and gaming both have deep, passionate cultures, and both have the power to shape wider pop culture and pull in new fans. That's the driving idea behind everything we do with FIFA Digital Football, and the FIFA Gaming Couch is a perfect example. We're investing in storytelling to stretch our original IP into a rich cultural platform for fans and brands alike."

Alongside Jung von Matt SPORTS, experiential agency Episode1 managed the pop-up events in Los Angeles, Dallas and Miami, while BDX Media supported content production and creator management. The campaign also featured creators including Victoria Brito, Tyler Vitelli, Alexei Morita, Ronald Monte, Sky Carrizo Rhino, Haris Hussaini, Spencer X, Nimi Mehta and the Ventura Twins.

Gaming portfolio expands around World Cup

The campaign forms part of FIFA's wider digital gaming strategy around the FIFA World Cup 2026. During the tournament, FIFA released FIFA World Cup: Launch Edition on Netflix Games, launched the mobile version of FIFA Heroes, expanded official integrations with Rocket League and Football Manager 2026, and introduced a FIFA World Cup event within FIFA Super Soccer on Roblox through a partnership with GameFam.