Getting kids engaged with sport, even digital first is key...

and the time is now.

Sports and gaming have always had a close connection, but as Roblox continues its meteoric rise (this quarter it’s tracking at 80+ million DAUs) the platform has arguably already proved itself as THE place where the next generation spends their time and money.

Yet, it seems to me that the sports world has only scratched the surface of what’s possible on Roblox. It’s time to go in.

Where are the next gen of fans at?? ????

Let’s face it, the days of kids watching live sports on TV are gone. Gens Z & A are more likely to go to digital platforms like YouTube to watch content, and when they want immersive, 3D gaming spaces they head to Roblox where they interact, customise their avatars and are part of a community.

You see THAT'S the superpower of UGC platforms, they’re mass hang out spaces, where engagement is deep (on average users spend 2+ hours on the platform) and the possibilities for storytelling, commerce and play are endless. There's potential for piquing interest in new sports like Pickleball and Padel, or re-engaging lapsed interest after big events like the Olympics.

The how is what matters...

Why just recreate a virtual version of a stadium or golf course when you could build it in space, or where the rules of physics don’t apply, or where a random event happens at half time and slime creatures take over the locker room and you have to escape before the second half kicks off?

Knowing what works on the platform is the difference between success and failure. A command and control approach by a sport organisation or rights holder is of the death of an experience. Users are discerning where their play is concerned. DO YOUR HOMEWORK is the first thing I always say to rights holders when discussing activations.

The NFL gets it.

The NFL is streets ahead of most. They took the plunge in 2022 when they launched ‘NFL Tycoon’, allowing users to build and manage their own football franchise.

Created by Gamefam the objective was to engage young fans in an interactive environment - the brief from the NFL being to encourage the creation of lifelong fans who feel a personal connection to the sport before they even buy their first ticket.

Ricardo Briceno, Gamefam’s Chief Business Officer said of the NFL in the SBJ “They realize that their audience is the most valuable thing that they bring to anyone, but they also realize that the typical broadcast ‘Monday Night Football’ audience is aging up (…) It is important for them to continue to build fandom among the younger generations so that they will become the watchers of football, not just in the U.S. but also internationally.”?

Show me the revenues ??

Beyond fandom, Roblox offers additional revenue streams for teams and athletes. You will have heard talk about in-game purchases, digital merchandise, paid UGC, ‘limiteds’, sponsored events and more. Ajax, Manchester United, Club Brugge, NBA Playgrounds have all debuted or made their digital kits available on the platform? Not only does it bring in additional revenue, but it offers sponsors a new way to reach a younger audience on their favourite social gaming platform.

Think about it, Roblox’s economy generated a total revenue of over $2.8 billion in 2023 with the majority coming from in-game purchases. And as we see younger fans gravitate towards players over club, I wouldn’t bet against a global superstar such as LeBron, Cristiano Ronaldo or Sergio Kun Aguero (also a big gamer) activate an experience where fans can purchase exclusive digital merch or drop in for a virtual meet-and-greet.

Sports has a unique opportunity to tap into the immense potential of Roblox - it’s more than a gaming platform, it’s a dynamic ecosystem where fandom, community and commerce come together.

The future of sports isn’t just about what happens IRL, it’s also about how we bring those experiences to life in the digital world.