As part of the 25th anniversary of Nickelodeon’s “SpongeBob SquarePants” franchise, the new game “SpongeBob Simulator” will be available on Jan. 26 to Roblox’s 70 million-plus daily users.

Advertising inventory for the simulcast has already sold out, with the SpongeBob-themed activation a way to engage with consumers in the lead up to and after the game.

Gamefam announced its Super Bowl LVIII event it built in partnership with the NFL last week. Here's how the game works within Roblox.