Sports

NHL: Reach & Fandom

Overview

Aiming to revolutionize sports consumption and engagement for the next generation, the National Hockey League (NHL) combined the thrill of ice hockey with an immersive experience on Roblox. Their experience captivated a vibrant new fan base and sparked a flurry of off-platform social and broadcast coverage.

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Approach

0M+

visits in the first three months, from April to June 2023

0M+

visits as of January 2024

0K+

favorites from users on Roblox as of November 2023

Roblox is a hypersocial platform and fits seamlessly with the NHL's commitment to grow the game by introducing new audiences around the globe to hockey in a unique and captivating way. NHL Blast's immersive virtual environment will allow hockey fans and the Roblox community to hang out and play in a new online space that features many elements of NHL fandom, including engaging activations from Upper Deck.

David Lehanski, Executive Vice President of Business Development and Innovation at the NHL

The NHL’s approach to captivating content

To capture the attention of Gen Z users and show them the action-packed thrill of hockey, the NHL seized the opportunity to harness Roblox’s audience of 85.3 million daily active users (DAUs).* The NHL drafted an immersive experience where sports fans competed in exhilarating challenges, bonded over fandom, and created and inspired content around the experience. The electrifying outcome rippled through the virtual landscape.

* Data as of Q4 2024