The creation of the upcoming Roblox-based NFL Universe Football game took some time. It involves not just Roblox and its sports partnership department, but also Voldex, a creator and acquirer of games in the Roblox space. The initial step was the incredible growth of a game called Ultimate Football, made by a group of UGC creators. The game was then purchased by Voldex, along with some of their developers, which set the foundations of the negotiations with the NFL. The partnership is a huge success for all involved and another reason why Roblox can solidify its position as the leading UGC environment in the realm of gaming.
The big collaboration between these three brands has a strategic value, with Voldex being the main beneficiary. Roblox has nearly 80 million active daily users across the world, so its appeal to brands like the NFL is more than apparent. That is why the NFL Universe Football will showcase all 32 teams of the NFL license, their uniforms, logos, and much more. In the six-vs-six base game, players will also have the ability to take part in a range of in-game events and challenges. The game will also have modes that mirror the actual sport of US football. This multitude of modes is by no means a random choice by the developers. The variety of gaming experiences will appeal to both the existing fans of the NFL and those who are regular Roblox players but want to check out this sporting experience.
The deal with the NFL could not have happened without Voldex buying Ultimate Football. The acquisition took place this April when a multi-million USD price was determined. Back then, the six-month-old game was one of the most popular on the Roblox servers, having received more than 150 million visits since its launch. Voldex bought the game, as well as some of its developers who stayed on, and began preparing for the introduction of the NFL mechanics and other elements.
Additionally, the new owners of Ultimate Football expanded the development team. Thanks to all the preparation, the NFL experience is much deeper than the original game. Players are able to use the practice mode to improve their skills outside of matches, for example. The metagame part of the experience will include access to a dedicated trade hub. Players will get a chance to exchange their gear and acquire new items. This will boost engagement and offer numerous chances for monetization and individual NFL team brand promotion.
The CEO of Voldex, Alex Singer, said that striking the partnership with the NFL is a big milestone for the company. The portfolio of Voldex is very interesting, as well. The company possesses a range of racing experiences, most of which are top-rated Roblox games, like Driving Empire.
Singer created Voldex back in 2015, with the aim of building UGC games. The company began working in the Minecraft space but then moved on to Roblox as it continued to grow. Now, it is a powerhouse in its own right. Driving Empire has about 1.2 million daily active players, while on a monthly basis, it has a stable audience of between 15 million and 20 million players. The entire Voldex gaming portfolio has about 1.5 billion players – staggering numbers for any gaming ecosystem.
The deal between NFL and Roblox is significant, because it taps into a target audience that is essential for any major sport, not just in the US, but across the globe. We are talking about teenagers, especially those who are only entering their teen years. Young people who get interested in a sport, whether as players or spectators, tend to stay loyal and engaged for years and decades. The NFL, like any US major league, is well aware that the old methods of acquiring users, mainly traditional mass media like TV broadcasts of matches, have a diminished appeal when it comes to the younger generations. Because of that, places like the Roblox ecosystem are great alternatives. At the same time, developers of UGC content are getting more mindful of this need and just like Voldex’s Singer, are taking steps to capitalize on this specific demand. The more big sporting brands enter the Roblox ecosystem, the more user-generated content developers will follow.
