NHL breaks new ground with 3D game experience on Roblox
The National Hockey League – the world’s leading domestic ice hockey competition – has brought the entire game to life in 3D on the Roblox platform.
Utilising data collected by the league’s puck and player tracking systems, the trio of three-on-three games from the 2024 NHL All-Star Game has been digitally recreated with precision. Sony Sports’ immersive content specialist, Beyond Sports, visualised these games, allowing fans to immerse themselves in the action like never before.
This innovative recreation, available in the league’s ‘NHL Blast’ digital environment, enables fans to relive pivotal moments from the game from various angles. Fans can even control avatars to ‘skate’ around digital players on the ice, enhancing the immersive experience.
While the NHL has previously recreated goals from the 2023 Stanley Cup final, this marks the first time the league has replicated an entire game, demonstrating its commitment to pushing the boundaries of digital sports experiences.
The NHL’s partnership with digital innovator, The Gang, birthed NHL Blast in early 2023, aiming to engage younger fans. Beyond interactive games and quizzes, NHL Blast has hosted various digital activations around major events like the NHL Global Series and NHL Winter Classic.
The latest update to NHL Blast introduces a team-based trivia challenge, where fans compete in weekly matchups to earn points for their favourite franchises by answering hockey-themed questions.
“Continuing to activate on Roblox is a crucial aspect of the NHL’s strategy of meeting Gen Z and Gen Alpha on the platforms where they are spending the most time, while continuously educating them about all the exciting elements of the League,” said David Lehanski, NHL Executive Vice President of Business Development and Innovation.
“With the latest 3D virtual rendering of the full 2024 NHL All-Star Game … the NHL is delivering an innovative experience to new audiences and allowing them to enjoy the amazing speed and skill of the NHL’s greatest stars in unprecedented ways.”
Nicolaas Westerhof, Co-Founder and Chief Technology Officer of Beyond Sports, echoed Lehanski’s sentiments, commenting, “The latest NHL Blast All-Star update marks a groundbreaking moment for both fan engagement and our technological progress.
“In a world first, we’re integrating full NHL game tracking data into the Roblox platform, offering fans the opportunity to immerse themselves like never before. The collaboration with the NHL and The Gang has been pivotal, and we are proud of this ever-growing partnership that continues to push the boundaries of what’s possible in the realm of sports entertainment technology.”
