Sports

NFL: Engage & Fandom

Overview

The National Football League (NFL) set out to deepen American football fan engagement and expand their reach to global markets on Roblox. They created Super NFL Tycoon, an immersive experience that would not only resonate with Roblox’s 85.3 million daily active users (DAUs), but also help them create innovative sponsorships and establish a long-lasting presence in the metaverse.*

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Approach

Success Metrics

0M

visits to the experience as of February 8, 2024

0K+

experience favorites as of February 8, 2024

0K

unique experience visitors through a one-week portal ads campaign from February 4–13, 2023

0M

unique users attended the Saweetie Super Bowl LVII Concert from February 4–13, 2023

We see Roblox as an extension of NFL’s real-life engagement platforms for emerging social connectivity where fans can learn the game and business side of NFL football. This is a new frontier of how fan engagement will evolve for the League, and we are excited to be a part of this dynamic space that will continuously evolve over time with new experiences.

Joe Ruggiero, Senior Vice President of Consumer Products at the NFL

Building an immersive empire

The NFL used Super NFL Tycoon to drive fan engagement through community-building mechanics, unprecedented audience reach, and educational brand moments. They leveraged the experience to collaborate with other culturally-leading IPs — like Intuit, musician Saweetie, and Warner Music Group — for high-fidelity activations that drove brand affinity through creative tentpole moments like virtual concerts. And with more than 400 brand activations on Roblox, the NFL was tapping into a robust platform where they could activate their partnerships in unique, immersive ways.*

* Data as of Q2 2024. Brand activations are the number of brand activities on the Roblox platform that are either facilitated by our developer community or directly by the brand. A brand or partner can have more than one activation at any given time.