For Brawlhalla’s 10th anniversary, Ubisoft and Gamefam ran a limited-time crossover inside two existing Roblox games: Teenage Mutant Ninja Turtles Battle Tycoon and Car Dealership Tycoon. It added themed combat, quests, vehicles and limited digital avatar items; it did not bring the full Brawlhalla game to Roblox.
Which Roblox games had the Brawlhalla event?
The activation ran from December 11, 2024, to January 11, 2025, according to the dated campaign announcement. Licensing Magazine’s announcement gives that window; a contemporaneous GamesBeat report instead said the experience ran through January 7. The announcement’s dates are the stated campaign window, but the differing report means the precise final availability date is not consistent across accounts.
The collaboration adapted Brawlhalla content to each host game rather than creating a standalone Roblox release.
| Roblox experience | Brawlhalla-themed content | What players could do |
|---|---|---|
| Teenage Mutant Ninja Turtles Battle Tycoon | The existing New York City map took on a Brawlhalla theme, with characters including Mordex, Loki, Hatori, Nix and Yumiko. | Complete quests to earn in-game currency and themed weapons, and fight Brawlhalla characters. |
| Car Dealership Tycoon | A Brawl Derby mode, character-inspired cars and a Brawlhalla stadium. | Play the derby mode to earn in-game currency. |
The announcement also said a limited number of players could unlock Brawlhalla-inspired Roblox avatar items. These were digital user-generated content (UGC), not physical merchandise. The items could be worn across Roblox experiences and, according to the announcement, remained on players’ avatars after the event ended. Read the campaign announcement.
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How this differed from the full Brawlhalla game
Brawlhalla itself remains a separate free-to-play platform fighter. Its official site lists desktop, console and mobile versions, cross-play and more than 50 playable legends. Brawlhalla’s official site describes the current game; those platform details are not a description of the 2024 Roblox event.
In Roblox, players encountered crossover content within the two host experiences. The event did not port the complete Brawlhalla game to Roblox.
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How the Roblox collaboration developed
The 2024 activation was the second consecutive year of the Ubisoft–Gamefam partnership. In 2023, the collaboration took over one Roblox experience, Weapon Fighting Simulator. For Brawlhalla’s 10th anniversary, the partners expanded the activation to two host games. Gamefam’s campaign announcement reported the 2023 results as 3.2 million global visits, 128 million gameplay minutes and 1.2 billion brand engagements.
Gamefam’s current case study reports 45 million-plus gameplay sessions, 256 million-plus brand engagements and 708 million-plus minutes of gameplay for the 2024 anniversary activation. Gamefam’s case study also describes the campaign’s aims: introduce Brawlhalla to younger players on Roblox, keep the adaptation true to the game’s gameplay, and connect Brawlhalla and TMNT fandoms.
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These are Gamefam-reported figures. The sources do not establish independent auditing or a shared measurement method across the two campaigns. “Visits,” “sessions,” “engagements” and “minutes” measure different things, so the headline totals should not be treated as a like-for-like performance comparison. Nor do the reported totals break down results by host game, so they do not show whether one Roblox experience performed better than the other.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the campaign says about Gamefam’s Roblox strategy
Gamefam CEO Joe Ferencz described Roblox as a way for brands to reach younger audiences. In a GamesBeat interview, he said: “Today, every brand—from gaming to CPG to automotive and beyond—needs a Roblox strategy to genuinely connect with the next generation.” That is Ferencz’s strategic view as a company executive, not an independently established finding about every brand or audience.
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Gamefam currently presents itself as a partner for brands and intellectual property owners across Roblox, Fortnite and other platforms. Its company page lists partners including Paramount, FIFA, adidas, Old Navy, Warner Music Group, NFL, Netflix, Mattel, Sony, Sega, Samsung and Crunchyroll. Gamefam’s company page describes its services and partner roster.
The company and campaign announcement characterized the Roblox crossover as the first time Brawlhalla and TMNT had united on Roblox and their second time together in gaming. That is the partners’ claim; the available accounts do not independently establish its full historical scope. Gamefam’s case study and the campaign announcement present that framing.
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