Roblox for Sports Brands

It’s the platform taking Gen Z by storm. With 71 million daily users, Roblox isn’t just a game—it’s a place to play, create, and socialize. And now, thanks to groundbreaking ideas from Head of Sports Tian Pei, it could become the ultimate sports experience.

25 million single users within one week in a game that celebrated a dedicated IP. An average playing time of 15 minutes per visit. Sounds like the engagement of your dreams, or even fantasy? Well, it’s not, for Roblox at least. During the height of “Barbenheimer”, the marketing double hit of 2023, “Barbie” created the “Barbie Dreamhouse Tycoon” on Roblox and registered exactly those numbers within a week of going online.

Add 71.5 million daily active users and over 15.5 billion hours spent on the platform in just Q4/2023, it is no surprise that the juggernauts of sports, entertainment and gaming flood Roblox in order to play their part in getting the attention of the potential fans-to-be. Roblox went from 10+ brand activations in 2019 to over 240 in 2023. Be it the NHL, NBA, FIFA or most of the Grand Slams. Netflix, Amazon or Unilever. Lamborghini, Gucci. LeBron James, Coco Gauff, Pink or Nicki Minaj. Whether it’s promoting their work, connecting to fans or those that might become fans someday. But how does that actually work?

To see the more detailed version of the Roblox fan experience presented wayyy more charmingly and eloquently by Tian, just scroll to the end for the full keynote. Believe us, it’s worth it. Meanwhile, let’s try to get to the gist of the mechanisms behind Roblox in three bullet points.

1. Everyone can find value on Roblox!

It does not matter if you’re a user, brand, rights holder or broadcast partner, Tian imagines there is a place for everyone on the platform. Why? Roblox’ users are diverse, worldwide and Gen Z. Over 34 million users are coming from over 180 countries and constituting the number 1 spending age group at the same time. A large chunk of them grew up using Roblox from childhood. 

2. The users are anything but passive!

As there is no wrong way to use Roblox, the ways of participating are as diverse as the demographic: Roblox users play, create, express themselves, shop and style their avatars, consume what other users have created and socialize simultaneously. Over 1.6 billion (!) digital fashion items have been purchased in 2023 and 165 billion avatar updates have been completed in the same timeframe - the connection of users to their avatar is unparalleled in the online world and the possibilities of expression are virtually limitless.

3. A highly engaged, hard-to-address audience that ultimately can become lifelong fans of your brand!

Inside NHL Blast. Ever heard of it? If not, here is your opportunity. The NHL leveraged Roblox to expand their audience by creating a whole Roblox-specific hockey experience. From a robust gaming foundation that entertained users on Roblox and made them come back, the NHL licensed all 32 franchises on the platform so every franchise could offer a bespoke club experience to users. Be it educational content, real-world stats, or individual club gear - the focus was on Gen Z and Gen Alpha-specific consumption and the feedback after one try was that over 75% of users would watch a real-life event by the NHL.

Let’s take a look at Suzie, Tian’s exemplary Gen Z Roblox user. 16 years old, moderately interested in sports - and at that more from a community perspective than being a hard-knock fan. Suzie’s journey as such can have several contact points with brands, franchises and rights holders in a modern Roblox fan experience:

She visits the virtual clubhouse to join a tailgate with her friends, picking an individual look for her avatar to look gameday-ready. She watches the game in a simulcast enjoying all the emotions sports brings while interacting with her friends. Her favorite team sends out notifications for a virtual meet-and-greet, Suzie joins with her friends while being at home. She could win sweepstakes linked to the event and receive a pair of branded sneakers she can have sent to a physical location (home, the venue of the next home game, fan-shops of her favorite franchise) while her avatar can instantly rock the new gear. While picking up her sneakers from the venue, her favorite sports franchise offers a bespoke jersey for Roblox avatars and it’s only for fans that visited the real game. Yeah, bragging rights are secured! Back at home, Suzie can show off her bespoke jersey while reliving the most exciting moments from the past game with her close friends.

As you see, Roblox shows the fan experience is ever-changing, the contact points of users to franchises, leagues & rights holders are virtually countless. If you believe Tian, Suzie could become YOUR next die-hard fan in the very near future.