Netflix has a very literal game plan for the 2026 World Cup.
Though the English-language rights for the upcoming soccer tournament fall under Fox’s control, Netflix is getting in on the Men’s World Cup action with a new game, FIFA World Cup: Launch Edition, which is available starting June 11.
The game allows users to play as any of the 48 teams in the tournament, host games in virtual versions of 16 real-world stadiums, and control any of the 1,248 players in the real-life World Cup, according to the company.
User experience was apparently one of the game’s main focuses, with Netflix promoting the ease of gameplay and allowing users to turn their phones into controllers after scanning a QR code.
Netflix tells ADWEEK that, like the streamer’s other games, there will be no ads, sponsors, or in-game purchases.
As another feature, the game will have ongoing updates based on real-life events. For instance, if a player gets injured during the tournament, it will be reflected in the game.
The streamer will have a limited launch of the game on June 4 in Brazil and Germany, with the full launch on June 11 in several countries, including the U.S., Canada, the U.K., France, Italy, Mexico, Spain, Austria, Australia, Belgium, Finland, Ireland, the Netherlands, New Zealand, Poland, South Africa, Sweden, and Switzerland.
The FIFA and Netflix partnership is yet another example of how even publishers that don’t have World Cup broadcasting rights are positioning themselves to capitalize on the enthusiasm around the tournament.
The game could also potentially be a preview for what to expect from Netflix for the 2027 Women’s World Cup.
Though Netflix didn’t comment on if there’d be a Women’s World Cup-focused game in the future, the streamer does have rights to the tournament in 2027.
Ahead of upfront week in May, Amy Reinhard, Netflix’s ads president, told ADWEEK that there are “many advertisers” that want to be part of opportunities like the Women’s World Cup, and the company would be looking to expand brand partnerships and weave in authentic ad moments into matches and shoulder programming.
“I would say those are the types of opportunities that get brands really excited, and get us excited as well,” Reinhard said at the time.
