Image Credits: Imago Images
Liverpool have always thought globally, but in recent years, they’ve also thought digitally. With younger fans spending huge chunks of free time on consoles, mobiles and creator platforms, the club have treated gaming as more than a side-sponsorship. It’s a route into new markets, new communities and new habits – and a place where the next wave of Reds supporters can be won.
Publisher Partnerships
For a modern club, being in the game is brand visibility at scale. Liverpool’s 2016 partnership with Konami brought the club and Anfield into Pro Evolution Soccer with realistic recreations of players, stadium and atmosphere. Authenticity matters because it helps gamers form emotional connections: the badge, kit and “You’ll Never Walk Alone” anthem become familiar before a fan ever buys a ticket. This sort of relationship has also continued into titles such as EA FC.
Esports and Competitive Pathways
Liverpool have also used competitive gaming as a community-building tool. The ePremier League format gives supporters a tangible route from I play EA FC at home to I can represent Liverpool playing EA FC. That sense of proximity is powerful for global fans who may never get to Anfield but still want to participate.
Esports also creates modern content that fits Twitch, YouTube and short-form social: qualifiers, player reveals, behind-the-scenes clips and reactions. It’s a different doorway into the club, and it keeps Liverpool present in the feeds where younger audiences actually live. It also gives sponsors measurable engagement data, helping Liverpool prove value beyond traditional impressions and static brand placements.
Gaming Culture Collaborations
Not every play needs to be elite competition. Liverpool’s 2019 Roblox collaboration centred on kits and avatar items, letting players wear Liverpool inside one of the world’s biggest open-world gaming platforms. It’s lightweight, but strategically sharp: a club badge appearing in everyday play normalises fandom and can spark curiosity that later becomes shirt sales, streams and subscriptions.
Immersive Experiences
Liverpool have experimented with immersive tech to replicate matchday feelings. Their “Score at the Kop” VR experience for stadium tour visitors recreated Anfield and put fans on the penalty spot in front of the Kop. Whether delivered on-site or adapted for wider audiences, experiences like this show how the club can package closeness as a product, not just a promise.
Why Liverpool Are Betting Big
This is really a hedge against attention. Live football remains the anchor, but the battle for time is fiercest on phones and consoles. Gaming keeps Liverpool present during the hours fans aren’t watching matches, and it creates a loop where digital interaction nudges real-world loyalty: following players, buying kits, watching highlights, joining memberships and travelling when possible.
There’s also commercial logic. Digital audiences can be monetised through partnerships, in-game activations, limited-edition merchandise and always-on content. The same licensing behind football titles has the potential to be applied to casino games online for operators seeking football-themed entertainment.
Liverpool’s gaming strategy isn’t a gimmick; it’s a long-term play for relevance. By investing in publisher partnerships, esports routes, open-world gaming platforms and immersive experiences, the club have made sure supporting Liverpool can begin with a controller as easily as it starts with a televised match. In a crowded entertainment market, that’s a smart gamble – and is likely to keep the Reds winning new fans. It’s just another example of how ahead of the curve Liverpool are as a football club.
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