- The NFL has partnered with Gamefam to launch a gaming event timed to the Super Bowl that can happen across various Roblox spaces, according to information shared with Marketing Dive.
- The activation will focus on Gamefam’s newly launched SpongeBob simulator and take consumers on a quest across several other of Gamefam’s Roblox spaces, including Super NFL Tycoon, TMNT Battle Tycoon, Twilight Daycare and Easy Obby.
- The experience will run from Feb. 2 to Feb. 19 and comes in advance of Nickelodeon’s family-friendly version of the Super Bowl on Nickelodeon, for which promoting inventory has already sold out.
The NFL is leveraging popular characters and young consumer interest around Roblox to hype up Super Bowl LVIII and its family-friendly simulcast on Nickelodeon. Advertising inventory for the simulcast has already sold out, with the SpongeBob-themed activation a way to engage with consumers in the lead up to and after the game.
Roblox has turn out to be a gathering place for Gen Z and Gen Alpha consumers, with this consumer base spending a mean of 130 minutes per day on the platform, which is greater than the common time spent on TikTok (112 minutes per day) and YouTube (70 minutes per day), according to data shared with Marketing Dive. Currently, the platform has 70 million energetic users.
“As Roblox continues to scale, we’re seeing an incredible opportunity to amplify the most important IRL moments for Gen Z and Alpha. Building on our successful work with the NFL, we’re excited to super-charge our program by bringing one in every of the world’s biggest cultural touchpoints to a recent audience on Roblox, with the goal of immersing the subsequent generation of NFL fans in the craze of Super Bowl,” said Joe Ferencz, CEO and founder at Gamefam in a press release.
During the event, consumers may have the chance to interact with “SpongeBob SquarePants” characters as they complete challenges amongst multiple Roblox spaces, including Super NFL Tycoon. In order to make the activation possible, the NFL partnered with Gamefam and Paramount. Last Super Bowl, the NFL partnered with Paramount to launch the Saweetie Super Bowl Experience, marking the primary official Super Bowl concert on the platform.
Correction: This article has been updated to accurately describe the businesses which worked on the Saweetie Super Bowl Experience.
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