Gamefam and Ubisoft teamed up to integrate Brawlhalla into the Roblox games TMNT Battle Tycoon and Car Dealership Tycoon.
Gamefam is pairing up with the big French video game publisher for the second year in a row to bring the Ubisoft’s free-to-play fighting game brand Brawlhalla to Roblox’s almost 90 million daily active users.
This year’s effort is bigger and it is part of an effort to continue expanding the brand’s giant cross-platform community of 100 million players as part of its broader 10th anniversary celebration.
In a message to GamesBeat, Gamefam CEO Joe Ferencz said, “Today, every brand—from gaming to CPG to automotive and beyond—needs a Roblox strategy to genuinely connect with the next generation. Ubisoft returning to Roblox for a second consecutive year with Gamefam, after last year’s Brawlhalla activation delivered 1.2 billion brand engagements and 128 million gameplay minutes, demonstrates just how powerful this platform is for driving both short-term excitement and long-term fandom.”
From today through January 7, the gaming brand will be taking over two of Gamefam’s most popular experiences in Roblox: Car Dealership Tycoon (which has over two billion lifetime visits since 2018 launch) and Teenage Mutant Ninja Turtles Battle Tycoon (56 million-plus lifetime users since 2023 launch). Specifically, the mashup of Brawlhalla’s roster of heroes with Paramount’s legendary Turtles is a unique and fitting one– a crossover that unites these iconic fighting characters for the first time, Gamefam said.
“For core gaming IPs like Brawlhalla, expanding onto Roblox is no longer optional; it’s essential for staying relevant to Gen Z and Alpha and ensuring longevity for both free-to-play mobile games and console games,” Ferencz said. “These audiences consume media differently, spending 2+ hours every day in immersive social gaming spaces like Roblox, which is why it’s an unparalleled platform for brands. If you’re not gaining relevance on Roblox, you’re losing it to native and next gen creator IPs and game communities.”
Players will be able to dive into both games for one month, and new to this year’s program, unlock Brawlhalla-themed UGC items that will be wearable across any Roblox experience. These will come from a limited stock, and will persist on player avatars even after the integration ends in January.
To celebrate Brawlhalla’s 10th anniversary and drive awareness among Gen Z and Gen Alpha audiences, the companies are tapping into a variety of influencers to produce engaging promotional content.
“Ubisoft’s decision to return to Roblox and go even bigger this year with a two-game takeover is a perfect example of generating marketing ROI on Roblox,” Ferencz said. “This year’s crossover between Brawlhalla’s iconic fighters and Paramount’s Teenage Mutant Ninja Turtles feels completely organic to the way Roblox users play and enjoy live service games. By combining the massive reach of Car Dealership Tycoon with the cultural validation of TMNT Battle Tycoon, we’re introducing Brawlhalla to millions of players in an immersive way that is impactful and memorable, which is the ideal for marketing.”
Last year, Brawlhalla’s debut on Roblox with a one-game takeover of Weapon Fighting Simulator led to 1.2 billion brand engagements, 128 million gameplay minutes and 3.2 million global visits.
In this year’s partnership, the existing TMNT Battle Tycoon NYC map has been taken over with a Brawlhalla theme. Players will find fan-favorite Brawlhalla characters throughout the themed version of NYC, and will need to battle and defeat them, including Mordex, Loki, Hatori, Nix, and Yumiko.
As a reward for completing a series of quests, players will earn in-game currency as well as unique Brawlhalla-themed weapons.
Additionally, a limited number of players will unlock Brawhalla-inspired UGC items to wear on their avatar and commemorate their fandom across any Roblox experience.
Players can enjoy a brand-new Brawl Derby game mode, and drive a special series of Brawlhalla-themed cars inspired by characters including Yumiko, Tezca, Orion, Nix, Mordex, Loki, Hattori, Brynn, Bodvar and Arcadia.
Gamefam is a “metaverse media” company for Gen Z and Alpha communities. Pairing expert brand strategists with world-class developers, Gamefam delivers strategies for its brand and IP partners through an industry-leading network of games across Roblox, Fortnite and other platforms, driving reach and scale with 360-degree amplification programs informed by proprietary insights and measurement solutions. Established in 2019 as the first professional Roblox developer, Gamefam has had 30 billion lifetime visits and 37 million average daily visits across its 30+ live-operated game portfolio on Roblox, Fortnite and other platforms.
“Given our roster of partners and portfolio, we are in a unique position to offer IPs the opportunity to mashup with the most legendary IPs like Ninja Turtles and SpongeBob,” Ferencz said.
Gamefam has over 100 employees and five of the top 15 game brands on Roblox. Sonic Speed Simulator became first IP/brand-based game to cross a billion visits earlier this year.
