Dive Brief:

• The NFL has teamed up with Intuit to activate on Roblox, including by bringing what the brands claim is the first Super Bowl concert to the platform, according to a press release.
• The concert, which will premiere Friday, Feb. 10 at 7 p.m. EST, will feature Saweetie and the Warner Music Group’s Rhythm City will serve as the virtual venue. The concert will repeat every hour on the hour until Feb. 12, the day of the big game.
• The family-friendly concert will help to not only promote Super Bowl LVII, but is positioned to spread a message of female empowerment. On Feb. 4, the NFL and Intuit will also launch Super NFL Tycoon, the league’s latest Roblox experience, which is focused on financial literacy. 

Dive Insight:

The Roblox collaboration between Intuit and the NFL has many components in an attempt to leverage excitement around the metaverse to engage with younger consumers ahead of Super Bowl LVII. The concert and virtual game also serve to support brand messaging outside of football, with the concert meant to promote female empowerment while the game focuses on financial literacy. The motion capture performance will be family friendly and include hits such as “Tap In.” Users will be able to access a portal to move between the game and the concert. Gamefan helped develop the Super Bowl Roblox activation. 

Super NFL Tycoon will let players manage their own NFL team. Players are able to manage cash flow, payroll, customer acquisition, taxes and other aspects of business management. They are also able to build an “Intuit Stadium.” The game was inspired by the fact that only one in four high school students have access to personal finance courses, per the release.

"Working with Roblox has enabled us to create interactive shared experiences and with the virtual concert and Super NFL Tycoon we will unlock deeper fan engagement,” said Ed Kiang, vice president of video gaming at the NFL, in a statement.

The metaverse has become a go-to for those looking to reach young consumers. The NFL has had trouble with Super Bowl viewership among 18 to 49 year-olds, which has fallen steadily since 2011. The Roblox activation can be viewed as an attempt by the organization to reach this key demographic. The NFL is also releasing a line of digital collectibles for sale on the Roblox marketplace.