How Roblox works with sports, the collapse of FTX and Viaplay eyes the EFL
Nov 17, 2022
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Christina Wootton, Vice President of Global Partnerships at Roblox, discusses how Roblox works and its offerings for the sports industry. Topics include the collapse of FTX, Viaplay's interest in the English Football League, and the success of the Rugby League World Cup. Wootton also talks about partner involvement, live broadcasts on Roblox, and the Fifa World experience within the metaverse.
Roblox offers a social hub for sports organizations to activate partnerships, customize virtual items, and enhance fan engagement.
Roblox provides opportunities for social viewing and co-creation, allowing partners to offer immersive experiences beyond the physical world.
Sports organizations partnering with Roblox should prioritize user safety, align with the platform's values, and foster a positive presence for a trusted relationship with users.
Deep dives
FIFA World Partners with Roblox to Create a Virtual World for Football Fans
FIFA has collaborated with Roblox to launch FIFA World, a 3D immersive social platform where fans can engage with their favorite teams and celebrate football. The partnership aims to create a space for fans worldwide to come together, express their fandom, and engage in various activities. Fans can customize their avatars, wear team jerseys, and participate in virtual experiences related to football. The platform provides a social environment where fans can watch matches, experience highlights, and interact with other fans. The collaboration with Roblox allows FIFA to engage younger audiences and bridge the gap between the physical and virtual world of football.
Roblox Offers Endless Creativity for Partnership Activation
Roblox serves as a social hub where brands and sports organizations can activate partnerships in unique and creative ways. Partners can create virtual items, such as jerseys or avatars, for users to customize and wear within the Roblox platform. These virtual items allow fans to show affinity for their favorite teams and engage with them in various experiences. The platform also enables partners to launch limited-time events or persistent worlds related to their brand. Through iterative updates and listening to user feedback, partners can continuously enhance their presence on Roblox and provide an engaging experience for fans.
The Power of Social Viewing and Co-Creation in the Metaverse
Roblox offers the opportunity for social viewing and co-creation within its virtual experiences. Partners like McLaren and Stranger Things have leveraged this aspect by providing virtual events and experiences for fans. For example, McLaren revealed their 2022 car on the platform, allowing fans to virtually race the car in different experiences. Stranger Things created a social viewing experience where fans could watch episodes together and interact with in-game elements related to the show. The platform's social and interactive nature enables partners to enhance fan engagement, foster community interaction, and offer immersive experiences beyond what is possible in the physical world.
Building a Futureproof Partnership Strategy on Roblox
When considering a partnership on Roblox, sports organizations should take the time to understand the platform, its audience, and potential opportunities for engagement. They can start by launching virtual items to test engagement and gather data on user preferences. It is crucial to stay authentic to the brand and create experiences that align with the organization's objectives. Ongoing feedback from the Roblox community can inform iterative updates and improvements. The future of sports partnerships on Roblox lies in bridging the physical and virtual worlds, offering social viewing experiences, and allowing fans to co-create and shape the engagement strategies.
Roblox Ensures Safety and Positive Community Interaction
Roblox prioritizes user safety and maintains a safe, civil, and positive environment for its community. The platform has stringent chat filters, parental controls, and moderation teams that actively monitor and promote a safe user experience. Roblox's commitment to creating a positive environment also extends to its efforts in mental health and well-being. Partners working with Roblox should align with the platform's values and ensure their experiences contribute to a safe and positive community. By fostering a responsible and positive presence, organizations can engage with users and build trust on the platform.
SportsPro’s George Breare and Steve McCaskill are joined on the latest episode of the SportsPro Podcast by Christina Wootton, vice president of global partnerships, Roblox.
Before Wootton joins the conversation, the hosts wrap up some of the big sports industry news stories of the last week. Talking points:
The collapse of FTX and the impact of the cryptocurrency struggles (0:45)
Viaplay making moves for the English Football League (EFL) story (9:28)
Has the Rugby League World Cup been a success? (13:58)
Christina Wootton interview:
How does Roblox work? (17:40)
As a metaverse, what does Roblox offer the sports industry? (22:28)
The process for partners to get involved (28:44)
Bringing live broadcasts into the platform (36:31)
What is Fifa World? (37:44)
What works in the Roblox metaverse? (43:00)
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