Dive Brief:
- NHL Blast, the league’s Roblox experience, has been updated with a 3D visualization of its All-Star Game, according to information shared with Marketing Dive. The NHL claims to be the first professional sports league to render an entire 3D virtual game in Roblox.
- Players will be able to experience a full replay of the 2024 NHL All-Star Game that took place on Feb. 3 with the ability to view it from a variety of angles and experience it with friends. The activation was made in collaboration with The Gang and Beyond Sports.
- NHL Blast has been visited 18.4 million times, with 1.4 million hours of total playtime, the league reported in press materials. The 3D game includes the integration of data from NHL Edge, which measures puck and player data.
Dive Insight:
With this update to NHL Blast, including the new 3D visualization of its All-Star game, the league is looking build on its efforts to drum up interest in the sports league with younger consumers. It is also hoping to get fans excited about their teams with a new challenge mode enabling users to position themselves with their favorite NHL clubs and go up against other players in weekly matchups.
“Continuing to activate on Roblox is a crucial aspect of the NHL’s strategy of meeting Gen Z and Gen Alpha on the platforms where they are spending the most time, while continuously educating them about all the exciting elements of the League,” said David Lehanski, NHL executive vice president, business development and innovation, in a statement.
Roblox remains a go-to for brands looking to connect with younger users. Other sports organizations, such as the NFL, have taken advantage of the space, including a SpongeBob-themed activation in the run up to the Super Bowl. However, the platform has also faced scrutiny over its protections for younger users.
