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Upland to collaborate with FIFA to gamify the world’s largest open metaverse


Upland and FIFA have announced a multi-year partnership that would allow the Upland community and football fans worldwide to collect, trade, and own FIFA digital assets including game video highlights. This collaboration is part of an attempt to educate followers about the metaverse and web3 technologies.

The experience will teach fans how to connect with and contribute to a virtual environment powered by a community. A variety of activities in Upland will boost education attempts and fan opportunities to cheer on their favorite national team during and between competitions.

Upland will work with FIFA to provide fun gamified experiences in the world’s largest open metaverse, which has over three million registered accounts. For the FIFA World Cup Qatar 2022TM, a fully built replica of the Lusail Stadium, as well as a FIFA World Cup TM branded town, stores, and showrooms, will be placed at their exact addresses in Upland for spectators to visit digitally.

Upland is also introducing a football collecting game for the FIFA World Cup Qatar 2022TM, with a limited number of mystery packs with varied rarities. Country-specific team crests, boots, and jerseys are included, as well as previous Official World CupTM logos, posters, and mascots, allowing fans to create digital collection albums for all thirty-two (32) featured country teams.

Completing collections raises a user’s fan score, and those with the highest scores win rewards such as the Lusail Stadium as metaverse virtual property. Other fundamental game aspects include the ability to get one-of-a-kind gifts from this year’s tournament, such as video clips of the games that are not available directly from Upland.

Upland offers twenty-two (22) open real-world cities where users can start their metaverse adventure by buying and exchanging virtual properties based on real-world locations. Fans can now add buildings to their homes and exhibit their FIFA World CupTM patriotism with national flags and FIFA World Cup Qatar 2022TM branded outdoor décor items, increasing the value of their homes. Fans will also be able to build stores on their domains to sell acquired items to other players, allowing them to become metaverse entrepreneurs.

The FIFA World CupTM, according to Dirk Lueth, Co-Founder and Co-CEO of Upland, is the only worldwide tournament that links nations and people on a global scale. “We’re excited to create a multi-touch web3 experience showcasing fun, innovation, entrepreneurialism and community as the first of many opportunities in the future of FIFA World Cups™, where fans can now collect, own, and share a real moment in history.”

The FIFA World CupTM journey culminates with the final on December 18, 2022, and as the world celebrates the winner, so will Upland. The heritage of the FIFA World Cup Qatar 2022TM will be maintained in Upland with components of the metaverse replica of the stadiums, businesses, showrooms, and properties granted to fans with the greatest album collections of digital assets and movies gathered in Upland.

Upland is available for free download on iOS, Android, and the web and may be played from anywhere in the globe.


Upland is a free and open web3 platform that connects the metaverse to the real world. The company’s goal is to build one of the most prominent and dynamic maker-communities in the world by leveraging a robust entrepreneur economy that allows gamers, creators, developers, and brands to create items and experiences, monetize assets, and provide utility and entertainment to other participants. Upland, based in Silicon Valley and with offices in Las Vegas, Ukraine, and Brazil, was named one of Fast Company’s “Next Big Things in Tech” in 2021 and one of Built In SF’s “22 San Francisco Startups To Watch in 2022.” Upland is committed to carbon neutrality and is a proud partner of Carbonfuture. Visit to discover more about our commitment to sustainability. Upland is available on iOS, Android, and the Internet from anywhere in the globe.

About FIFA

FIFA exists to govern and promote football on a global scale. Since 2016, the organization has been swiftly evolving into a body that can better serve our game for the benefit of the worldwide community.

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