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NFL opens official Roblox store

The National Football League (NFL) has opened a virtual store at Roblox, initially offering official virtual helmets for all 32 teams.

The NFL hopes to take advantage of rising consumer demand for digital items that can be used in the metaverse, and Roblox provides it with the opportunity.

Roblox is a free-to-play (F2P) online gaming universe where players create avatars, build their game areas, and participate in games and events.

The American Football Conference (AFC) team items are already available, and the NFL will offer those from the National Football Conference (NFC) sides on December 1.

The league has hinted at offering more drops and products by next year.

The NFL storefront was developed by Melon, which has worked with musician Zara Larsson on virtual concerts, merchandise, and scavenger hunts.

Melon specializes in creating digital experiences for brands and individuals within the platform.

Many established brands have engaged Roblox consumers to create new revenue streams.

Among them were Spanish soccer giants Barcelona, which used Roblox to reveal their new official kits, and sportswear giant Nike, which recently launched a dedicated game area called ‘Nikeland’.