The Super Bowl is still the largest broadcast in the US, but digital formats are key to engaging fans in 2022, and sports knows it. The NFL recently launched its own NFT marketplace, NFT All Day, and last week it debuted a new persistent experience on Roblox dubbed NFL Tycoon, marking the first such experience from an official major sports league.
The goal of NFL Tycoon, which was produced in partnership with development studio MELON, is to engage fans year-round with NFL-themed games and activations tied to NFL events. The virtual world combines Roblox’s tycoon and simulator genres and will host virtual experiences connected to real-life events. In addition, NFL Tycoon players can take on the role of an NFL team owner and build custom stadiums and teams while competing against other fans in a simulator.
The NFL kicked off its metaverse programming in advance of the Super Bowl last week with an interactive event, “Destruction House,” which was inspired by the league’s Super Bowl spot and which allowed players to compete with each other to destroy a house and win Super Bowl and NFL-themed virtual items. The ad was also aired in the metaverse world in addition to the live broadcast on NBC.
“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,” said Joe Ruggiero, SVP, Consumer Products at the NFL, in a statement. 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.”
“Partnering with NFL, a digital innovator, brings more ways for our community to celebrate their fandom,” added Christina Wootton, VP, Global Brand Partnerships at Roblox. “We are excited to see sports and entertainment evolve to bring in fun, authentic, and engaging experiences that push the boundaries of creativity and bring fans closer to some of the biggest moments in sports and culture.”