Hit Roblox game is now officially NFL Universe Football

Ultimate Football is dead, long live NFL Universe Football. Voldex's title was by far the most popular football offering on the Roblox platform. The NFL took notice, and now has combined its branding might with the already well-known game.

“The NFL has had a strong and consistent presence on Roblox since 2022 and teaming up with Voldex will enhance our ability to engage with the millions of Roblox users through exclusive NFL content,” Ed Kiang, vice president of video game-related partnerships for the NFL. “NFL Universe Football will enable fans on Roblox to play as their favorite NFL teams and foster a deeper connection with the brand."

The newly christened NFL Universe Football will feature all 32 teams, allowing players to unlocked league branded items for in-game use. It will have 6vs6 matches, practice mode, and a park mode with several match types.

There was no reason for the NFL not to do this. Building brand-new games from scratch is hard. This was an already popular game that will likely grow even bigger with the NFL license attached. Madden NFL's simulation-based brand of football isn't everybody's favorite way to play. The league wants all your football supporting time and money, so it's going to show up anywhere people are enjoying a football experience.

Companies trying to promote their IPs are learning it's often more profitable to partner with an established game than try to create their own. Fortnite has almost every license imaginable, including the NFL coincidentally.

In 2021, Disney licensed its most popular pirate (sorry Peter Pan) Jack Sparrow to Rare in an expansion for Sea of Thieves. This was after multiple failed opportunities to get a Pirates of the Caribbean game series of its own off the ground.