FIFA Rivals, the upcoming arcade-style football game developed by FIFA in partnership with Mythical Games, is set to launch globally on June 12. Ahead of this release, the game has announced a multi-year licensing agreement with global sportswear brand Adidas. As part of this collaboration, Adidas-branded content will be introduced into the game, offering players exclusive digital items such as kits, jerseys, and footwear inspired by the brand’s long-standing association with global football.

FIFA Rivals Announces Adidas Partnership

Adidas Joins FIFA Rivals

The integration of Adidas into FIFA Rivals is part of a broader strategy to merge real-world sports branding with digital gameplay experiences. Adidas will feature prominently within the game through a variety of branded assets. Players will have the opportunity to acquire digital items that reflect both Adidas' current product lines and its historical designs. This includes the introduction of virtual training facilities, jersey drops tied to real-world events, and even custom-designed match balls exclusive to the FIFA Rivals environment.

Mythical Games CEO John Linden noted in an interview with GamesBeat, that Adidas has shown strong interest in gaming and sees this partnership as an extension of its broader engagement in the digital space. He described the collaboration as a multi-faceted agreement involving frequent content updates and a wide range of integrations throughout the game’s lifecycle. Linden emphasized that the relationship is designed to enhance the player experience by aligning with a globally recognized football brand.

FIFA Rivals Announces Adidas Partnership

Arcade-Style Gameplay with Digital Ownership

FIFA Rivals is positioned as a fast-paced, arcade-style mobile football game that blends FIFA’s global football legacy with Mythical’s expertise in developing hybrid web2/web3 games. In early access in select markets, the game has already attracted 150,000 players. It allows users to build teams from some of the world’s most well-known clubs and athletes, compete in real-time player-versus-player matches, and trade digital player cards through the Mythical Marketplace.

One notable feature of FIFA Rivals is its integration of digital ownership. Players can buy, sell, and trade their in-game assets on a secondary market. Mythical Games uses a barter-based trading model that avoids large transaction fees typically imposed by app platforms. According to Linden, this system supports seamless exchanges between players without disrupting the game’s core experience. The company applies a small fee for facilitating trades, but it avoids platform-imposed costs by handling transactions internally.

FIFA Rivals Announces Adidas Partnership

Leveraging Experience from NFL Rivals

Mythical Games previously developed NFL Rivals, another hybrid web2/web3 title, which has seen more than seven million downloads and continues to support a robust secondary market. While only a portion of players actively engage with web3 features, those who do tend to demonstrate higher engagement and better monetization patterns. Linden explained that players are largely indifferent to the game’s web3 components, viewing it simply as a game that includes tradable assets.

This experience has informed the development of FIFA Rivals. The company aims to focus on gameplay while allowing optional participation in its digital economy. Linden indicated that Mythical may eventually drop the web3 terminology altogether, as players are becoming more familiar with the underlying mechanics without requiring technical explanations.

FIFA Rivals Announces Adidas Partnership

Adidas Brings a Large Global Audience into the Game

Adidas’ involvement is expected to expand FIFA Rivals’ appeal. With a global fan base estimated at 400 million, the brand has a strong presence in both the football and lifestyle markets. The inclusion of Adidas content creates a bridge between physical and digital football culture, allowing fans to engage with the brand in new ways. This move reflects a broader trend of traditional brands entering digital platforms to reach younger and more interactive audiences.

Linden also highlighted that Adidas has prior experience with web3 initiatives, including the release of digital collections and recent partnership with web3 games XOCIETY and STEPN. However, the focus of this collaboration is not on blockchain marketing but on creating meaningful in-game experiences for players.

FIFA Rivals Announces Adidas Partnership

Regulatory and Platform Shifts Support Game Expansion

Recent changes in platform policies have made it easier for games like FIFA Rivals to operate marketplaces and promote them within the app ecosystem. Although some restrictions still apply to non-fungible tokens (NFTs), Linden noted that the regulatory and app store environment has become more supportive of digital trading and secondary markets. He credited moves by other developers, such as Epic Games’ legal efforts related to Fortnite, as contributing to a more favorable landscape for developers.

These developments are seen as crucial to the long-term success of games that rely on digital economies. Mythical Games continues to monitor platform guidelines and adjust its strategy accordingly, aiming to maintain compliance while offering flexible trading systems that benefit both casual and engaged players.

FIFA Rivals Announces Adidas Partnership

Global Launch and Future Outlook

FIFA Rivals will be available globally on both iOS and Android platforms beginning June 12. The launch comes after a period of regional testing and iteration, and the team at Mythical Games is prepared to scale the platform to accommodate a larger audience. With strong backing from FIFA, a well-established digital economy model, and the addition of Adidas as a key content partner, FIFA Rivals is positioned to become a significant title in the mobile sports gaming space.

As the gaming industry continues to evolve, collaborations like this one illustrate how traditional brands and digital platforms can work together to create new forms of interactive entertainment. The integration of Adidas into FIFA Rivals underscores the growing intersection of sports, gaming, and digital ownership.