LICENSING NEWS

Monster Jam arrives on Roblox

Published on: 3rd November 2022

A new partnership with Spin Master and Gamefam means the motorsport brand Monster Jam is roaring onto the gaming platform Roblox for the first time ever.

Monster Jam, the most action-packed motorsports experience for families in the world today, has announced its first ever foray into the metaverse. Alongside Spin Master, Monster Jam’s global toy partner, and Roblox developer Gamefam, the larger-than-life Monster Jam brand has made its way into the leading car game on Roblox for a 4-week integration. The campaign first kicked off on 28th October 2022 and garnered more than 9.3m global engagements in the first weekend. The Monster Jam integration runs until 28th November.

Monster Jam is billed as ‘the most approachable, family-friendly sport in the world today’, and benefits from a community of loyal, lifelong fans across the globe who crave bigger, faster and louder experiences in the world’s most famous stadiums and arenas. In Car Dealership Tycoon, meanwhile, players build and customise their own car dealership as they participate in activities like driving, racing and more. The partnership with Monster Jam, brokered by Gamefam’s exclusive advertising partner, WildBrain Spark, allows for fans of both the game and the brand to unlock and race Monster Jam trucks.

Each Roblox user entering the Monster Jam integration for the first time will automatically unlock the legendary Grave Digger truck to begin competing with fellow players. Throughout the monthlong integration, players will have the chance to win some of Monster Jam’s most popular trucks including Megalodon, El Toro Loco, Max-D, Bakugan Dragonoid, Lucas Stabilizer, Monster Mutt Dalmatian and Dragon. In addition, fans can also unlock Jurassic Attack, Sparkle Smash, Swine N Dash, and Radical Rescue. Each truck is decked out with Monster Jam custom BKT tires, providing players with the traction needed to crush the competition.

When entering the experience, users drive to the Monster Jam Garage which serves as a portal to the Monster Jam stadiums. Players can then navigate to either the racing stadium, featuring a figure-eight racetrack that can host up to 15 players at once, or the freestyle stadium, complete with Monster Jam’s signature freestyle pods, ramps, and crush buses. Players can also visit the Monster Jam Event Shop at any time to claim trucks.

“We are very excited to be bringing the adrenaline-charged world of Monster Jam to Roblox for the first time in partnership with Gamefam,” said Jeff Bialosky, senior vice president of Global Sponsorship and Licensing for Feld Entertainment, the producer of Monster Jam. “This not only allows players the ability to race and compete Monster Jam’s most well-known trucks, but also get behind the wheel of new and never-before-seen trucks.”

“Spin Master’s Monster Jam toy line stimulates play beyond the performances fans know and love, and now existing and new fans can engage with the brand in an action-packed immersive experience,” said Yves Saada, Spin Master’s director of Interactive Marketing. “With our track record of introducing first of a kind experiences onto Roblox, we’re excited to be working with our licensor partner to drive Monster Jam into the metaverse.”

“We’re thrilled to have the opportunity to bring Monster Jam to one of the leading games in the Gamefam portfolio and deliver an amazing experience to millions of fans around the world,” said Ricardo Briceno, chief business officer at Gamefam. “This partnership with Feld Entertainment and Spin Master is great example of how brands can engage with fans in Roblox in an authentic way and with massive scale.”

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