Technology: NFL launches into the "metaverse" and opens a virtual store

The National Football League has become one of the first sports leagues to enter the "metaverse" by opening an online digital shop within the multiplayer video game platform Roblox, on 11/23/2021. Roblox has 47 million daily users, half of whom are under 13 years old.

In partnership with Melon Development, a developer of games based on Roblox technology, the NFL is offering a virtual shop where users can buy jerseys and helmets to equip their avatars using the virtual currency "Robux". Items in the colours of American Football Conference franchises began to be sold on Roblox on 23/11, while those of National Football Conference franchises will be offered from 01/12/2021. More products will be launched in 2022.

The NFL has previously conducted gaming activations with publisher Epic Games to offer skins (customisable outfits) in the colours of American football franchises within the video games Fortnite (in 2018 and 2020) and Rocket League (in 2020).

Brands such as Vans (clothing), Gucci (clothing) and Lego (toys) have also launched experiments on the Roblox platform. Most notably, Nike…