NFL, Gamefam Partner for Big Game Cross-Over Promotion on Roblox
Football fans can complete Big Game-themed activities across five different Roblox experiences.
Ahead of the Big Game on February 11, metaverse gaming company Gamefam worked with the NFL, in collaboration with Paramount, to celebrate football’s biggest game of the year with a cross-game promotion taking place in five of Gamefam’s Roblox experiences.
While CBS will broadcast a traditional version of the Big Game, Nickelodeon will also broadcast the game “Live from Bikini Bottom,” the fictional home of SpongeBob SquarePants. The Gamefam and NFL promotion was designed to highlight this alternate broadcast experience on Nickelodeon, as well as the original CBS broadcast.
The promotion is centered around Gamefam’s SpongeBob Simulator Roblox experience, which allows players to collect doubloons and complete quests alongside SpongeBob SquarePants and his friends in Bikini Bottom.
During the promotion, which runs from February 2 to February 19, 2024, SpongeBob Simulator players will be able to complete tasks to help prepare Bikini Bottom for the Big Game, answer pre-game prediction questions, and more.
The celebration continues in four of Gamefam’s other Roblox experiences, which will each offer different NFL-themed content:
Super NFL Tycoon - Players will be able to participate in limited-time mini-games and unlock exclusive rewards.
TMNT Battle Tycoon - Players will be challenged to recover items that were stolen as they were being transported from the NFL’s headquarters to Bikini Bottom.
Twilight Daycare - Twilight Daycare is celebrating the Big Game with a “Baby Bowl.” According to Gamefam, “Babies must train for the Baby Bowl to become the strongest baby and win a spot on the [Big Game] team.”
Easy Obby - Players can navigate a Big Game x SpongeBob training course to prepare for the Big Game.
You can view some of the prizes players can claim in these Roblox experiences in the video below, provided by Gamefam.
According to Gamefam, this promotion is the largest Big Game event to ever take place on Roblox.
“As Roblox continues to scale, we’re seeing a tremendous opportunity to amplify the biggest IRL moments for Gen Z and Alpha,” said Joe Ferencz, Founder and CEO of Gamefam, in a press release. “Building on our successful work with the NFL, we’re excited to super-charge our program by bringing one of the world’s biggest cultural touchpoints to a new audience on Roblox, with the goal of immersing the next generation of NFL fans in the craze of Super Bowl.”
This Big Game promotion isn’t the first time Gamefam has worked with the NFL on branded Roblox content. In addition to launching the Super NFL Tycoon Roblox experience, the brands previously worked with Warner Music Group, Intuit, and musician Saweetie to bring a 2023 Big Game concert to the Roblox platform. According to Gamefam, the concert saw more than 7.5 million visits in a single week and resulted in more than 400 million brand engagements for Intuit.
Ed Kiang, vice president of video gaming at the NFL, commented on the Gamefam and NFL 2024 Big Game promotion in a press release:
“The NFL continues to meet fans where they are and metaverse gaming has proven to be a successful avenue for the league in achieving that. Coming off the success of last year’s Saweetie Super Bowl Concert Presented by Intuit on Roblox we were excited to team up with Gamefam again to produce a cross Roblox quest including Super NFL Tycoon to promote Super Bowl LVIII and our first alt-cast of the game on Nickelodeon. Bringing together the NFL with SpongeBob and TMNT to Roblox’s over 70M daily users further demonstrates how the NFL is working to reach new audiences while engaging existing fans with entertaining and innovative activations tied to the NFL's largest tentpole event.”