Nickmas & Super Bowl LVIII On Roblox
Read the story- Brand
- NFL
- Year
- 2023
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Quiz & Trivia
- Platform
- In-Game
- Agency
- Gamefam
Objective
The NFL wanted to build a relationship with Gen Z and Gen Alpha fans on ground they already occupy, introducing them to teams, players and storylines rather than waiting for them to tune in on their own. Partnering with Nickelodeon's characters and Gamefam's Roblox player base gave the league a way to do that at scale, with a second goal attached: convert that in-game attention into actual viewers for the Nickmas broadcast on Christmas Day and the Nickelodeon-alternate Super Bowl LVIII telecast.
Solution
Players run into NFL content inside games they already play — SpongeBob Simulator, Super NFL Tycoon, TMNT Battle Tycoon and others — where Nickelodeon characters like SpongeBob, Patrick, Sandy and the Ninja Turtles turn up in football gear as quest-givers. A quest picked up in one game can be finished only by jumping into another title in the lineup and completing the remaining steps there, so a single storyline threads across the crossover. Along the way players answer trivia questions predicting the outcome of real NFL matchups and earn limited-edition Nickelodeon merch as quest rewards. For the Super Bowl wave, the hub moves to the newly launched SpongeBob Simulator, where Bikini Bottom is redressed with banners, billboards, a new stadium and a tailgate area to wander between tasks. A session ends once a player has cleared the day's quest chain or claimed their merch drop.
Results
The combined 29-day campaign drew 75 million+ visits, 985 million+ minutes of gameplay and 343 million brand engagements, with players completing 5.4 million quests, answering 228,000 trivia questions and redeeming 210,000 virtual merch items. The 12-day winter wave alone generated 31.3 million gameplay sessions and 440 million gameplay minutes. The Nickmas broadcast it fed pulled 29 million+ viewers, the most-watched NFL Christmas game since 1989, and Super Bowl LVIII averaged 123.4 million viewers. Super NFL Tycoon went on to log 22,531,346 total visits over its lifetime.
- 1
Players discover the event through Roblox's promo panel or from within a favorited Gamefam experience — Super NFL Tycoon, TMNT Battle Tycoon, Easy Obby, or Car Dealership Tycoon. Entry is free, on PC, console, phone, or tablet.
- 2
Each game gets holiday NFL theming and its own quest list, playable both inside a single title and across all four at once. Local quests award cosmetics — a Pizza Cannon accessory in TMNT Battle Tycoon, a football helmet in Super NFL Tycoon — while clearing every game's quests unlocks cross-game grand prizes unavailable from any one title alone, including a golden SpongeBob helmet and a Santa jetpack.
- 3
A 24-hour live event opens at 8am ET on December 25 inside Super NFL Tycoon and TMNT Battle Tycoon, where players answer NFL trivia and predict the outcome of the real Raiders–Chiefs game airing simultaneously on Nickelodeon.
- 4
A second wave reskins SpongeBob Simulator's Bikini Bottom for Super Bowl LVIII, with banners, billboards, and video screens matching the real event's host-city branding, and adds a new football stadium and tailgate area built into the map.
- 5
Animated NPCs — SpongeBob, Patrick, Sandy, and others in Super Bowl gear — greet players at the tailgate, ask prediction questions, and hand out a checklist of tasks to prepare Bikini Bottom for the game.
- 6
Completing the tailgate's main quest awards a Footballmobile mount and a limited SpongeBob Shoulder Plushie accessory; answering two or more prediction questions correctly separately earns a limited Patrick Big Buddy accessory.
- 7
The main quest sends players into the other three games for distinct tasks: recovering stolen items in TMNT Battle Tycoon, training babies for a team tryout in Twilight Daycare's Baby Bowl, and running a themed obstacle course in Easy Obby.
- 8
Super NFL Tycoon adds limited-time Super Bowl LVIII mini-games with exclusive rewards, and Nickelodeon characters cross over into its NFL setting.
- 9
Quests and rewards from the second wave stay available through February 19, 2024, past the Super Bowl itself, giving players time to finish anything left undone.
