Olympics Embraces Roblox to Engage Young Fans

In a bid to attract younger audiences, the U.S. Olympic team and NBC are launching a new initiative on the popular gaming platform Roblox. This collaboration features an “Obby” (obstacle course) and interactive elements that allow users to engage with U.S. athletes, view highlights from the upcoming Paris Games, and explore a virtual Team USA House known as “The Vibe House.” The initiative aims to connect with the platform's predominantly young user base, which includes over half of its 77.7 million daily active users aged 11 to 26. The new Roblox feature will showcase animated versions of 20 U.S. Olympians, including athletes from recently added sports such as surfing, skateboarding, and breakdancing. Sunny Choi, a 35-year-old breakdancer, noted that her family is more excited about her presence in Roblox than her participation in the Olympics, highlighting the platform's appeal to younger fans. Additionally, Choi and fellow breaker Victor Montalvo will have animated “Emotes” representing their favorite dance moves. Four of these Emotes will be available for free, while others can be purchased, with a portion of the proceeds benefiting the athletes. This marks the first time Roblox has created official Emotes based on real athletes, further bridging the gap between sports and gaming. Choi expressed her enthusiasm for the project, emphasizing its positive messaging about self-expression and happiness, which she hopes will resonate with the younger audience.