July 1 – Tottenham Hotspur are targeting football’s next generation of supporters after launching an interactive experience on Roblox – a gaming platform used by more than 150 million people on a daily basis.

The newly-created ‘Spurs Adventure Arena’ recreates the Tottenham Hotspur Stadium inside the game, giving users access to two club-themed games, digital rewards and wearable virtual merchandise.

Players are encouraged to hunt for hidden objects around the stadium, explore locations including the dressing room and Skywalk, or complete challenges to unlock a virtual version of Spurs’ new 2026/27 home shirt for their avatar.

The move is part of a domino in a trend among elite clubs to build their presence on gaming platforms rather than relying solely on traditional social media. Roblox’s audience skews heavily towards children and teenagers, making it a valuable marketing tool for clubs looking to establish lifelong supporters in overseas markets. 

Manchester City have already pursued a similar strategy, using the platform to engage younger fans through virtual experiences.

Spurs say the launch will expand the club’s digital footprint globally, with further games, maps and virtual merchandise planned throughout the season.

Chief marketing officer Adam Gardiner said: “The Spurs Adventure Area represents an important step in our wider aim of identifying innovative ways to connect with our fans through immersive digital experiences, no matter where they are in the world. 

“Our approach is centred on meeting fans where they already are and engaging with them in ways that feel authentic to the platforms that resonate with them. Spurs Adventure Arena has been intentionally crafted with the user experience at its heart, incorporating the principles of social play, discoverability and rewards to create an enjoyable and meaningful environment for the next generation of supporters.”

Off the screen, Spurs are also shaping up for their busiest summer in years. After consecutive 17th-place Premier League finishes, the club have finally shaken awake to move aggressively in the transfer market, landing Jean-Paul van Hecke from Brighton in a deal worth around £60 million, while also securing experienced defenders Andy Robertson and Marco Senesi on free transfers. 

An £85 million move for Mateus Fernandes from West Ham United is also being pursued, with Insideworldfootball understanding that Spurs have leapfrogged Manchester United to the front of the queue for the Portugal international’s signature.

The club will head to Sydney and Auckland for their pre-season tour before returning to north London to face TSG Hoffenheim on August 15. Their Premier League campaign begins a week later away to Brentford.

Contact the writer of this story, Harry Ewing, at [email protected]