Liverpool football simulators and merchandise: how the club is entering the world of gaming

Liverpool Football Club is not just a team with a rich history and legendary trophies, but a true global brand that unites millions of fans around the world. Founded in 1892, the club has gone from being a local leader in English football to one of the most recognizable symbols of sports culture. Over the past decades, Liverpool has not only conquered the heights of football, but has also actively expanded its presence in the media, marketing, and, in particular, in the digital space — including through gaming initiatives and partnerships such as queenwin.

Gaming has become one of the most dynamic areas of modern sport, a rapidly growing industry that attracts both players and clubs from around the world. Virtual simulators, digital merchandise, NFTs, and metaverses have become a new field for interacting with fans. In this context, brands such as Liverpool are increasingly appearing not only on TV screens, but also in computer games, mobile apps, and virtual environments.

Liverpool's presence in football simulators

In the digital age, football simulators have become an important channel for promoting clubs. Liverpool is not only featured in leading game series, but also actively integrates elements of its brand — uniforms, players, stadium — into a virtual environment where millions of fans “play for Liverpool” every day.

FIFA / EA Sports FC

The FIFA series (now EA Sports FC) has included Liverpool as one of the key Premier League teams for many years. The game recreates all the attributes of the club:

- Players with realistic appearances, playing styles, and current characteristics.
- Anfield Stadium is depicted with detailed graphics, the famous “You'll Never Walk Alone” banner, and the atmospheric sound of the stands.
- Official uniforms, interface elements, and even fan choreography are included.

Liverpool's popularity is particularly noticeable in Ultimate Team (FUT) mode, where players from the club often feature in “meta” lineups thanks to their high ratings and favorite playing style. For example, Mohamed Salah, Virgil van Dijk, and Alisson are consistently among the most popular cards.

The club also has an official partnership with EA, which allows players to receive exclusive content such as special kits, challenges, or events dedicated to the club. This collaboration strengthens Liverpool's presence in the digital environment and brings it even closer to its fans.

eFootball (Pro Evolution Soccer)

Liverpool also plays an important role in the PES (now eFootball) series. In some years, the club had an exclusive license that allowed Konami to present it in full visual and gameplay detail:

- Detailed 3D scanning of players' faces and movements.
- Accurate reproduction of the stadium, kits, and fan culture.
- Special trailers, promotional videos, and collaborations with club players.

This collaboration allowed PES fans to enjoy the true spirit of Liverpool in the game, including official music, crowd dynamics, and unique animations.

Other games

In addition to major simulators, Liverpool is also actively present in other football games:

- In Football Manager, the club is one of the most popular to play: detailed strategy, finances, academy, and analytics. Players can manage the club, transfers, training, and lead it to new heights.
- In mobile games (such as FIFA Mobile, Top Eleven, Soccer Manager), the Liverpool brand is used in the form of logos, official uniforms, and events in honor of important matches or anniversaries.
- Some gaming platforms even launch temporary Liverpool-themed events, giving players the opportunity to earn unique rewards or bonuses.

Esports and Liverpool

In a world where gaming and esports are becoming a new arena for promoting sports brands, Liverpool FC is not standing on the sidelines. Although the club does not yet have a full-fledged esports team on a permanent basis, it actively engages fans and players in virtual competitions, strengthening its influence in the digital sphere.

Participation of players and fans in esports tournaments

 Some Liverpool players are known for their love of video games, especially the FIFA / EA Sports FC series and compete against other professional footballers and streamers. Such initiatives help to expand the club's audience and show the players in an informal environment that is closer to young people.

Fans also have the opportunity to represent Liverpool in various fan tournaments, both locally and internationally. Participation in such competitions is often accompanied by branded merchandise, prizes from the club, and mentions on official resources.

Collaborations with esports players and the creation of their own teams

Although Liverpool does not have an official esports team on a permanent basis, the club has collaborated with professional gamers for promotional purposes. For example, during the release of the new FIFA/EA Sports FC game, the club invited popular esports players and streamers to participate in exhibition matches, streams, and advertising campaigns.

In the future, Liverpool may well create its own esports team, especially given the activity of competitors such as Manchester City, PSG, and Ajax, which already have their own professional squads in EA Sports FC and eFootball. This would allow the club to further strengthen its presence in the gaming community.

Online tournaments under the Liverpool brand

 The club also regularly hosts official or partner online tournaments for fans. These can take place on EA Sports FC, Football Manager, or mobile apps. For example:

- Tournaments between fans from different countries.
- Events to celebrate historical events or club anniversaries.
- Collaborations with platforms such as Twitch or YouTube, where tournaments are broadcast live.

Participating in such events allows fans to feel a sense of belonging to the club and receive unique rewards, both digital and physical (e.g., autographed jerseys, access to VIP content, or in-game bonuses).

Liverpool is slowly but surely building its esports ecosystem, targeting both young fans and experienced players. In the future, we can expect to see even more integration of the club into the world of esports — from its own tournaments to, possibly, a full-fledged team in international leagues.

Merchandise in the digital worldEsports and Liverpool

In the 21st century, football symbols are no longer exclusively physical — jerseys, scarves, and accessories have gradually moved into the digital realm. Clubs such as Liverpool have successfully adapted to the new reality by creating virtual merchandise for gamers, collectors, and fans of metaverses. This approach not only expands revenue streams but also forms a new level of emotional connection with the club in the digital environment.

Virtual uniforms and accessories in games

One of the most common forms of digital merchandise is the official club uniform in games, primarily in EA Sports FC (formerly FIFA) and eFootball. Players can choose Liverpool as their team, play as their favorite players, and see detailed recreations of home, away, and special kits. In addition, many modes, such as Ultimate Team, offer:

- Digital skins with the Liverpool logo and colors for user teams;
- Banners, crests, and stadium elements that decorate the interface;
- Digital trophies or anniversary items related to the club's history.

This allows fans to immerse themselves even more deeply in the atmosphere of their favorite team, even if they are not on the field but behind a gaming console.

NFTs and the metaverse

Liverpool is also experimenting with new formats of digital ownership, including NFTs (non-fungible tokens). In 2022, the club unveiled its own NFT collection, which included:

- Digital player cards;
- Illustrations and art objects featuring club symbols;
- Unique “moments” in Liverpool's history presented in virtual format.

These digital collectibles were sold through blockchain platforms and allowed fans not only to own a piece of the club's heritage, but also to gain access to exclusive events or merchandise on occasion.

In the future, the club may appear on metaverse platforms such as Roblox, The Sandbox, or Fortnite, where the brand's virtual presence becomes even more interactive. This opens up new opportunities for fan interaction, gamification, and communities.

Sale of digital merchandise

 In addition to games, Liverpool collaborates with digital marketplaces where virtual club merchandise can be purchased. For example:

- Digital T-shirts, avatars, and accessories for use on social media, virtual spaces, or gaming platform profiles.
- AR/VR elements — virtual fan rooms, 3D models of trophies, or stickers for virtual reality.
- Gift sets for gamers — for example, loot boxes with digital items with branded content.

Such initiatives allow fans not only to support the club emotionally, but also to emphasize their belonging to a global community within gaming or virtual platforms.

Impact on the club's image and fan base

Liverpool FC's virtual presence in the gaming environment is more than just an additional channel for promotion. It is a strategic tool for shaping the club's modern image and building a new wave of fans who get to know Liverpool not only through match broadcasts, but also through their favorite video games, streams, metaverses, and digital merchandise.

Today's teenagers and young adults often discover football clubs through video games. For many players, their first contact with Liverpool is in FIFA or eFootball — when they choose a team, play for its players, or unlock their favorite card in Ultimate Team mode. Through gaming, the club:

- Builds loyalty before fans even start watching real matches.
- Creates an emotional connection with players through virtual experiences.
- Makes the brand recognizable in gaming circles, where football is often part of the overall lifestyle.

Building a global community in gaming environments

The gaming community is a global network that brings together fans from different countries and cultures. Through participation in tournaments and activity on Twitch, YouTube, Discord, and social media, the club creates new forms of interaction with fans, regardless of their geographical location.

Digital fan zones, interactive events, NFT platforms, and AR apps all form a virtual fan base that exists alongside traditional fans in the stadium. What's more, these fans don't just consume content, they actively create it through fan art, videos, gameplay, and memes.

Expanding the brand beyond real football
Entering the gaming world has allowed Liverpool to rethink the boundaries of its identity. Now the club is not just a football team, but also a media brand, a digital lifestyle, and even a virtual world where you can play, compete, collect, build, and interact. This approach allows the club to:

- Attract attention to the club in new audience segments (for example, among fans of metaverses or esports).
- Position yourself as a progressive, innovative organization that is not afraid of digital challenges.
- Increase the value of your brand in the global market — not only in sports, but also in technology and culture.

Thus, gaming and digital technologies have become a new tool for club diplomacy and fan engagement. Thanks to this, Liverpool not only retains its historical significance but also looks confidently to the future, shaping a new generation of fans.

Plans for the future

Liverpool is already well represented in the most popular football simulators, but the club could go further by creating its own game or interactive mobile/web platform aimed exclusively at fans. This could be:

- A Football Manager-style club manager game, where the user manages Liverpool itself, delving into its history, transfers, and academy development.
- A quest or adventure game in the style of FIFA Journey, but with elements of club culture.
- A virtual tour of Anfield, the museum, or the training ground in a game format.

Such products can combine the fan experience, education (club history), and entertainment.

With the development of augmented reality (AR) and virtual reality (VR) technologies, Liverpool can integrate its brand into metaverses and innovative digital spaces. For example:

- Virtual fan zones in VR, where viewers from all over the world will gather to watch matches, chat with fans, and buy digital merchandise.
- AR apps that allow fans to place footballers on their smartphone screens next to themselves, “try on” jerseys, or even interact with a 3D model of the stadium.
- The Liverpool metaverse on platforms such as The Sandbox or Zepeto — an interactive space for players, fans, and brands.

To implement such projects, the club may enter into agreements with major players in the IT sector today or in the near future. Potential partners include:

- Gaming companies (e.g., Epic Games, EA Sports, Konami).
- Metaverse platforms (e.g., Roblox, Decentraland).
- VR/AR brands (Meta, HTC, Apple Vision).
- NFT platforms (e.g., Sorare or OpenSea) — for new types of digital collectibles.

Such steps will not only strengthen Liverpool's position in the gaming community but also open up new sources of monetization, enhancing the brand's global influence.

Conclusion

The gaming world has become an important part of Liverpool's modern strategy in marketing, fan engagement, and digital development. The club is not only actively represented in football simulators such as EA Sports FC and eFootball, but is also developing its own presence through digital merchandise, NFTs, interactive events, and collaborations with popular gamers and streamers.

This direction opens up new horizons for building a global fan community and allows the club to attract a younger audience for whom gaming is part of everyday life.

Liverpool's further immersion into the world of digital technology, including metaverses, VR content, and even a potential game of its own, seems like a logical and promising step. The club is confidently transforming from a traditional football team into a multidimensional brand of the future.