The reported activation goes beyond a single football title. Players are expected to follow scores and standings inside the experience, then complete quests across a six-game crossover.
Those linked games reportedly account for 28 million weekly sessions, giving several routes into the same audience. That matters because repeat engagement is harder to secure than a one-off launch-day visit. A player may enter for a national-team match, then remain for racing, simulation or social content.
The report cites 1.1 billion hours spent on sports experiences during the second half of 2025, alongside 5.6 billion visits. It also says sports content grew by 154% year on year during that period.
Survey figures included in the update point to a strong connection between real-world fandom and digital play. 73% of respondents identified as active sports fans, while 68% said their interest in sport brought them onto the platform. Football and basketball were reportedly the strongest crossover interests.
For , the opportunity is clear: the World Cup can become an interactive habit rather than a four-week viewing event.
The commercial angle is equally important. The report says users bought 42 million in-game jerseys in the second half of 2025, spending 120 million units of virtual currency.
Limited-time World Cup items, including hats, shoes, wristbands and goal celebrations, allow supporters to display national-team loyalty beyond the match itself. That turns football identity into a form of digital merchandise, with able to connect teams, sponsors and fan behaviour in one space.
The key test will come after 31 July. will need to show whether the event can convert tournament excitement into lasting engagement, and whether this digital format returns for future competitions.