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NFL and Roblox team up to build metaverse presence

The league launched an interactive game with a virtual hangout, where fans can take part in activities tied to events, such as the Super Bowl.

NFL football Super Bowl
The NFL and Roblox are launching a new experience in the metaverse.
James Martin/CNET

The National Football League and Roblox launched NFL Tycoon Wednesday in an effort to expand their presence in the metaverse, according to the NFL. The game will be on the gaming platform Roblox.

NFL Tycoon will let fans build, play and learn in their own NFL-centered world. It will place players in the role of team owners and allow them to run their franchise, develop custom stadiums, build a team, swap fictional players and compete in a simulator. 

Virtual live events will also be hosted on the platform to coincide with major league events, starting with Super Bowl LVI. The first virtual live event will launch Sunday and be called "Destruction House." Players will compete to destroy a house and unlock and purchase new and limited-edition virtual items inspired by the NFL, Super Bowl LVI and the Cincinnati Bengals and Los Angeles Rams.

"We are beyond thrilled to partner with Roblox as we journey deeper into the metaverse and continue to learn the value of interactive shared experiences for the NFL," said Joe Ruggiero, senior vice president of consumer products at the NFL. "This is a new frontier of how fan engagement will evolve for the league, and we are excited to be a part of this dynamic space that will continuously evolve over time with new experiences."

The Roblox community will also be able to enjoy traditional football gameplay at certain points throughout the year, and "bring fans closer to some of the biggest moments in sports and culture," said Christina Wootton, the vice president of global brand partnerships at Roblox.

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