Olympics Embraces Roblox to Engage Young Fans
- The Olympics are adopting innovative strategies to attract younger audiences by entering Roblox, a popular online game platform.
- This initiative represents a shift in how traditional sporting events are leveraging digital spaces to foster engagement.
- Through this engagement, the Olympics aim to build a relationship with the next generation of sports fans.
In a strategic move to attract younger audiences, the U.S. Olympic team and NBC are launching a new interactive experience on the popular gaming platform Roblox. This initiative includes the creation of an “Obby” (obstacle course) and features that allow users to engage with animated versions of U.S. athletes, view highlights from the upcoming Paris Games, and explore a virtual Team USA House dubbed “The Vibe House.” The project aims to connect with the platform's predominantly young user base, which boasts over 77 million daily active users, more than half of whom are aged 11 to 26. The Roblox experience will showcase animated representations of 20 U.S. Olympians, including athletes from newly 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 among younger demographics. Additionally, Choi and fellow breakdancer Victor Montalvo will feature in “Emotes,” animated versions of themselves performing their signature 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 a significant milestone as the first official Emotes in Roblox based on real athletes. 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.