Roblox Collaborates with NFL and Gamefam for Super Bowl-themed Adventures
Roblox enthusiasts are in for a treat as this year’s Super Bowl festivities extend to the virtual realm of Bikini Bottom. In an exciting collaboration between the NFL and game developer Gamefam, several popular Roblox games, including the recently launched SpongeBob Simulator, will showcase special Super Bowl content starting early February and culminating on Super Bowl Sunday.
Players diving into SpongeBob Simulator can play a pivotal role in preparing Bikini Bottom for the grand Super Bowl event. Twilight Daycare enthusiasts will be entrusted with training babies for a unique “Baby Bowl,” while Easy Obby participants can navigate a specially designed Super Bowl and SpongeBob-themed obstacle course. The Teenage Mutant Ninja Turtles game, TMNT Battle Tycoon, will feature a Super Bowl-themed quest, and Super NFL Tycoon promises football-related games and prizes aligned with Super Bowl LVIII.
This initiative is part of the NFL’s strategy to connect with younger generations of fans, who are increasingly shifting away from traditional TV. By integrating beloved TV characters like SpongeBob SquarePants and the Ninja Turtles into Roblox, the NFL aims to capture the attention of this digitally savvy audience. Players successfully completing Super Bowl-related challenges will earn exclusive in-Roblox digital items, including a football helmet adorned with SpongeBob’s likeness.
Gamefam’s founder and CEO, Joe Ferencz, emphasizes the importance of organizations like the NFL embracing new platforms as younger audiences move away from conventional media consumption. Last year’s collaboration between the NFL and Gamefam resulted in a highly successful Roblox-hosted Super Bowl concert by musician Saweetie, ranking as the platform’s highest-rated concert to date.
In addition to Roblox events, the NFL and Paramount plan to captivate a youthful audience with a SpongeBob-themed broadcast of the Super Bowl on Nickelodeon, titled “Super Bowl LVIII Live From Bikini Bottom.” The game will also be available on CBS and Paramount+ for streaming.
Ed Kiang, Vice President of Video Gaming at the NFL, expresses enthusiasm about reaching new audiences through innovative activations tied to the NFL’s flagship event. The success of last year’s Saweetie concert on Roblox has inspired this year’s cross Roblox quest, including Super NFL Tycoon, as part of the broader strategy to engage existing fans and attract new ones.
This endeavor builds on the NFL’s previous Nickelodeon collaboration, showcasing the league’s commitment to adapting to evolving viewer habits and exploring novel avenues, including the metaverse, to connect with younger demographics. Gamefam reports that previous Roblox tie-ins during a Nickelodeon simulcast game garnered 31.3 million gameplay sessions over a 12-day period.
As the virtual gaming landscape continues to grow and evolve, platforms like Roblox prove instrumental for established media brands seeking to engage with the younger generations shaping their social and entertainment experiences in the metaverse.