PSG Expands Digital Fan Engagement with New Roblox Experience Featuring Kevin Durant.

Roger Hampel

Photo Credit: Paris Saint-Germain

Paris Saint-Germain has launched a new phase of its metaverse strategy with an upgraded experience on Roblox, one of the world’s most popular gaming platforms. The update, titled "Paris 🩷 LA: PSG x Kevin Durant," introduces a Los Angeles-themed virtual environment and integrates NBA star Kevin Durant as a featured character and collaborator.

The activation marks a continuation of PSG’s efforts to build digital-native fan touchpoints, particularly among Gen Z and Gen Alpha audiences. The campaign runs live from June 12 to July 14, 2025, and features limited-edition rewards, in-game quests, and interactive fan voting, all designed to deepen brand engagement through gaming mechanics.

From Paris to Los Angeles: A Shift in Virtual Branding

The new Roblox experience expands on PSG’s earlier Paris-based “Obby” (obstacle course) world, adding two LA-inspired levels and basketball-themed content tied to Durant. Players are invited to collect basketballs, unlock limited-edition digital merchandise (UGC), and participate in social mini-events that mirror the club’s physical branding strategies. PSG Roblox Kevin Durant

This move represents a shift from static brand placements to interactive, gamified storytelling — a trend growing across major clubs looking to future-proof their global visibility.

Weekly UGC Drops and Community Mechanics PSG Roblox Kevin Durant

Among the key elements of the experience:

• Free limited-edition items (UGC) released each week

• Kevin Durant x PSG avatar head as the current reward

• Fan voting on future digital drops

• Crossover event tie-ins, including a PSG presence in US Open: Champions of the Court, where players can claim exclusive promo codes

• A target-based engagement system (e.g., likes unlocking further digital content)

  
  

By blending gaming, sports, and celebrity culture, PSG continues to evolve its virtual strategy to leverage multi-industry partnerships and create measurable fan interaction across platforms.

Strategic Significance for PSG

The collaboration reflects PSG’s larger brand-building approach, which includes high-profile fashion crossovers, music collaborations (e.g., The Weeknd), and U.S. activations such as the PSG House in Los Angeles.

Digital spaces like Roblox enable PSG to activate IP with global scalability at relatively low cost, while aligning with a younger demographic that may not be reached through traditional media or matchday content.

The partnership with Kevin Durant, who maintains strong brand equity across both sports and tech culture, gives PSG additional reach into the U.S. and NBA-aligned audiences. It also builds on the wider trend of European clubs using Roblox, Fortnite, and other virtual platforms as marketing testbeds for digital merchandise and global fan campaigns.