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Boss Partners with NFL and Gamefam for Roblox Game Integration

Boss has teamed up with the NFL and game developer Gamefam to integrate its products into a popular Roblox game, Super NFL Tycoon. The integration comes as the 2023-2024 NFL season kicks into high gear. Players of the game will have the opportunity to unlock a Boss x NFL hoodie as they progress through the challenges in the game.

The partnership with Super NFL Tycoon is part of Boss's larger “Be Your Own Boss” campaign, which aims to reach younger consumers through mediums such as sports, music, and gaming. The collaboration with the NFL features 22 teams and is designed to generate excitement for Boss's real-life NFL collection.

Super NFL Tycoon, developed in collaboration with the NFL, has gained significant popularity on the Roblox platform. With 12.5 million lifetime visits and a player rating of 92%, the game provides Boss with access to a large user base of young consumers without the need to build a game itself.

The integration into Super NFL Tycoon is just one example of Boss's efforts to connect with younger consumers. The “Be Your Own Boss” campaign aims to engage this sought-after consumer base through culturally relevant content. Roblox has become a popular platform for brands to reach younger audiences, with companies like Gap and Gucci setting up virtual shops on the app.

As Roblox continues to make itself more brand-friendly, it has introduced new ad formats, including 3D portals to branded spaces. This allows retail brands like Boss to create immersive experiences for users within the Roblox platform.

Overall, Boss's partnership with the NFL and Gamefam for the Roblox game integration is a strategic move to engage younger consumers and generate excitement for its NFL collection. By leveraging the popularity of Super NFL Tycoon, Boss is able to reach a wider audience and tap into the growing trend of gaming as a marketing tool.

Definitions:
– Roblox: A popular online platform and game creation system that allows users to create and play games created by other users.
– Super NFL Tycoon: A game on Roblox that allows players to build and manage their own NFL team, complete challenges, and unlock rewards.
– “Be Your Own Boss” campaign: A marketing campaign by Boss aimed at reaching younger consumers through sports, music, and gaming.

Sources:
– Marketing Dive

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