Boss teams up with popular Roblox game for NFL integration

Dive Brief:

Boss is teaming up with the NFL and metaverse game developer Gamefam to integrate its products into a Roblox game as the 2023-2024 season kicks into full gear, per information shared with Marketing Dive.
Consumers will be able to play through Super NFL Tycoon on Roblox to unlock a Boss x NFL hoodie. Teams featured in the game include the Kansas City Chiefs, Detroit Lions, New York Giants, Dallas Cowboys, New York Jets and the Buffalo Bills.
The Roblox game integration is part of the larger “Be Your Own Boss” campaign, which is meant to use mediums such as sports, music and gaming to reach younger consumers. It also promotes the Boss x NFL collaboration, which features 22 teams.

Dive Insight:

With football’s return, brands are looking to take advantage of the hype that comes with the start of a new NFL season. Boss is using Roblox to reach even more consumers through a partnership with a popular pre-existing game Super NFL Tycoon is made up of 6 challenges culminating in a kicking minigame and defending minigame, along with building new parts of the tycoon. The activation, which went live Sept. 7, is meant to raise hype for the brand’s real-life NFL collection.

Super NFL Tycoon was developed in partnership with the league prior to Super Bowl LVII and has quickly grown in popularity on the platform. The game has 12.5 million lifetime visits and a player rating of 92%, per press materials. By working with a popular pre-existing game, Boss has access to a huge user base of young consumers without having to build a game itself.

The integration is part of a larger push by the brand to meet younger consumers where they are. “Be Your Own Boss” is intended to reach this highly sought after consumer base with culturally relevant content such as music, sports and gaming.

Roblox has been a popular platform to achieve this end, with retail brands ranging from Gap to Gucci setting up shop on the app. As a platform, Roblox has looked to make itself increasingly brand friendly, unveiling a new ad format last year that opens 3D portals to branded spaces.