NHL Blast Will Engage Fans in an Immersive Virtual Hockey-Themed Community Space with Activations Tied to League Events, Including the 2023 Stanley Cup Final
NEW YORK (April 27, 2023) – The National Hockey League (NHL®) today announced the launch of NHL Blast™ on Roblox, a global immersive platform where millions of people communicate and connect every day.
Easily accessible for audiences across generations and geographies, NHL Blast will serve as a central metaverse hub for the global hockey community to connect around their love for the sport, express their fandom and draw new fans in with ongoing content updates. The experience reimagines the game of hockey by matching up teams of five to compete in thrilling games and score as many points as possible across fantastical, obstacle-filled environments, including one inspired by the League’s NHL STREET initiative. Built by leading metaverse development studio The Gang, NHL Blast introduces creative skating and innovative puck shooting mechanics on Roblox to mimic movements of actual NHL Players.
Within the experience, users can show off their fandom and express themselves via a number of fun personalization options. For example, users can choose to wear any NHL Club jersey, complete with their Roblox username and custom number. NHL Blast users can also customize their own goalie masks and check real-time NHL game scores on a hanging jumbotron. At the Upper Deck Selfie Station, users can snap photos of their digital avatars living out hockey poses commonly featured on NHL trading cards.
“As the world gathers to watch the Stanley Cup Playoffs – the best post-season in sports – we’re thrilled to launch NHL Blast on Roblox and continue celebrating and connecting with fans in new and innovative ways,” said David Lehanski, NHL Executive Vice President, Business Development and Innovation. “Roblox is a hypersocial platform and fits seamlessly with the NHL’s commitment to grow the game by introducing new audiences around the globe to hockey in a unique and captivating way. NHL Blast’s immersive virtual environment will allow hockey fans and the Roblox community to hang out and play in a new online space that features many elements of NHL fandom, including engaging activations from Upper Deck.”
“We are very happy to have been chosen by the NHL for the creation of NHL Blast on Roblox. To be assisting a truly visionary and innovative sports organization such as the NHL to increase interest in hockey for younger generations is something we are very proud to be part of,” said Marcus Holmstrom, CEO of The Gang. “We specifically appreciate the NHL’s focus and boldness on embracing fun, innovative gameplay, and rewarding users with great customization options that make them feel like pro NHL Players.”
NHL Blast will be an evolutionary experience and updates will sync with marquee NHL events, starting with three-dimensional goal re-creations created from NHL EDGE data (puck and player tracking) that will be featured during the 2023 Stanley Cup® Final. Starting today, fans can visit the NHL Blast Roblox experience on computers and mobile devices.
Roblox is reimagining the way people come together to connect, create, and express themselves through immersive, interactive shared experiences. Every day, millions of people around the world play, learn, communicate, and expand their friendships as they explore millions of user-generated digital experiences, all built by creators on the platform. Roblox’s mission is to connect billions of users with civility and optimism and support a safe and diverse community—one that inspires and fosters creativity and positive relationships among people around the world.
About the NHL
The National Hockey League (NHL®), founded in 1917, consists of 32 Member Clubs. Each team roster reflects the League’s international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports – the Stanley Cup®. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 191 million followers – league, team and player accounts combined – across Facebook, Twitter, Instagram, Snapchat, TikTok, and YouTube; and more than 100 million fans online at NHL.com. The League broadcasts games in more than 160 countries and territories through its rightsholders including ESPN, WBD Sports and NHL Network in the U.S.; Sportsnet and TVA Sports in Canada; Viaplay in the Nordics, Baltics, and Poland; YLE in Finland; Nova in Czech Republic and Slovakia; Sky Sports and ProSieben in Germany; MySports in Switzerland; and CCTV5+ in China; and reaches fans worldwide with games available to stream in every country. Fans are engaged across the League’s digital assets on mobile devices via the free NHL® App; across nine social media platforms; on SiriusXM NHL Network Radio™; and on NHL.com, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the League’s inception, powered by SAP. NHL Original Productions and NHL Studios produce compelling original programming featuring unprecedented access to players, coaches and League and team personnel for distribution across the NHL’s social and digital platforms.
The NHL is committed to building healthy and vibrant communities using the sport of hockey to celebrate fans of every race, color, religion, national origin, gender identity, age, sexual orientation, and socio-economic status. The NHL’s Hockey Is For Everyone™ initiative reinforces that the official policy of the sport is one of inclusion on the ice, in locker rooms, boardrooms and stands. The NHL is expanding access and opportunity for people of all backgrounds and abilities to play hockey, fostering more inclusive environments and growing the game through a greater diversity of participants. To date, the NHL has invested more than $100 million in youth hockey and grassroots programs, with a commitment to invest an additional $5 million for diversity and inclusion programs over the next year.