The NHL is launching its first fan experience on the online gaming platform Roblox that will bring hockey-inspired games and customizable team jerseys to the metaverse.
NHL Blast, announced by the league on Thursday, “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,” said David Lehanski, NHL executive vice president of business development and innovation.
The league said NHL Blast will be available on computers and mobile devices.
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“We 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 players,” The Gang CEO Marcus Holmstrom said.
Under commissioner Gary Bettman, the NHL made its first forays into esports and created a youth advisory board in 2019 called NHL Power Players.
Bettman has indicated that reaching younger fans has been a priority for the league. According to Statista, 23% of Roblox games users worldwide were 9-12 years of age as of December.
