The Super Bowl’s Impact on the Video Game Industry

The Super Bowl isn’t just a sporting event—it’s a massive cultural moment that extends far beyond American football. With over 100 million viewers tuning in each year, it has become a prime opportunity for various industries to engage audiences, and the video game industry is no exception. From high-profile advertisements to in-game events and esports competitions, the Super Bowl significantly influences gaming in several key ways.

Advertising and Marketing Powerhouse

The Super Bowl’s vast audience makes it one of the most coveted and expensive advertising slots in the world, with a single 30 second commercial slot costing an estimated $8 million in this year's Super Bowl LIX. Video game companies have previously taken advantage of this prime real estate, launching memorable campaigns that captivate viewers.

Hit mobile game Mobile Strike ran a high-profile Super Bowl commercial featuring Arnold Schwarzenegger during Super Bowl 50.

Supercell leveraged Hollywood appeal with a Super Bowl XLIX ad called Revenge for their game Clash of Clans starring Liam Neeson, where the renowned actor seeks revenge for losing a game.

According to a 2023 post-game study by Kantar, a Super Bowl ad is 20 times more effective than a standard TV commercial when it comes to shaping brand perception.

Industry reports and past analysis from marketing firms suggest that well-executed Super Bowl ads can generate between $5 to $10 in revenue for every $1 spent, depending on the product and the effectiveness of the campaign. More specifically, research in 2021 by Kantar found that Super Bowl ads delivered an average return on investment (ROI) of $4.60 per dollar spent, with many brands in the double digits.

Super Bowl ads have also been shown to provide an extended boost to word-of-mouth, supported by Carlson School of Management research showing that Super Bowl advertisers experience lift in word-of-mouth for at least a month afterwards:

• 16% increase in total word-of-mouth (online and offline) for approximately a month after the game.
• 22% increase in total word-of-mouth in the week following the game.
• 68% increase in online word-of-mouth in the three days following the game.

These commercials are not just about selling games; they’re about building brand recognition, creating viral moments, and driving downloads or purchases at an unprecedented scale.

In-Game Events and Special Promotions

Beyond advertising, game developers use the Super Bowl as a backdrop for limited-time events and promotions within their games.

EA Sports’ Madden NFL series traditionally runs Super Bowl simulations, predicting a mixed bag of outcomes based on in-game mechanics. These predictions often spark debates among fans and generate buzz in both gaming and sports media.

Other games, including mobile and live-service titles, offer Super Bowl-themed challenges, in-game currency boosts, or special items to drive engagement during the event.

This strategy taps into the heightened enthusiasm around football, keeping players invested while leveraging the event’s excitement.

Esports and Competitive Gaming Integration

The Super Bowl’s influence extends into esports, particularly in the realm of competitive gaming.

The Madden Bowl, an annual tournament featuring top players of EA’s Madden NFL, has grown in prominence. The 2025 Madden Bowl featured the top 25 Madden NFL players competing for $1 million in prize money alongside live performances from artists like Chris Stapleton, Jelly Roll, Shaboozey and more; further blending gaming with mainstream entertainment. The event has become a cultural touchpoint, attracting celebrities and superfans of the game alike.

As esports continues to expand, we may see even more direct collaborations between the NFL and gaming organizations, bridging the gap between traditional sports and digital competition.

Cross-Promotions and Unique Collaborations

Beyond just the power of the Super Bowl, the NFL has actively sought partnerships with game developers, leading to many creative crossovers that often take advantage of the Super Bowl with cross-promotions, timely updates and themed content.

Retro Bowl ‘25 on Apple Arcade offers a nostalgic, 8-bit football experience, appealing to both old-school gamers and modern football fans.

The NFL has also collaborated with Epic on Fortnite and Rocket League content, bringing football-themed skins, emotes, and events to broader gaming audiences.

These cross-promotions help both industries reach new demographics and keep engagement levels high beyond the Super Bowl itself.

Final Thoughts

The Super Bowl isn’t just about football, it’s a multi-industry spectacle that shapes marketing trends, gaming experiences, and esports integration. As the video game industry continues to grow, we can expect even more innovative collaborations between gaming companies and the NFL. Whether through high-impact advertising, engaging in-game events, or esports partnerships, the Super Bowl remains a game-changer for video games.