Months before Super Bowl LX kicks off at Levi’s Stadium on February 9, the game was already being played, predicted, and celebrated across screens worldwide through companies held in the Amplify Video Game Leaders ETF (GAMR).
This year’s Super Bowl ETF story runs through gaming simulations, halftime entertainment sponsors, and the advertisers dominating commercial breaks — creating exposure across sector funds that capture different pieces of the championship Sunday experience.
Electronic Arts Inc. (EA) turned its Madden NFL franchise into more than just a game. Media outlets and fans now run annual Super Bowl simulations using Madden, with PC Gamer’s Chris Livingston predicting a Patriots victory this year using the 1988 version of the game.
EA doubles down on the football experience by hosting the EA Sports Madden Bowl at San Francisco’s Chase Center on February 6, where competitors battle for a $1 million prize pool while Zach Bryan performs. The stock represents 2.6% of GAMR, according to ETF Database.
But EA’s software needs hardware to reach living rooms. Microsoft Corp. (MSFT) and Sony Group Corp. (6758) wage their own Super Bowl rivalry as Xbox and PlayStation owners fire up Madden for game day parties. GAMR holds Microsoft at 9.3% and Sony at 4.6%, according to ETF Database.
The Super Bowl simulation trend has jumped beyond consoles into game streaming platforms. Roblox Corp. (RBLX) hosts creators who run full NFL season simulations in games like NFL Universe Football.
YouTube creator Robloxian Bo’s Super Bowl prediction video racked nearly 16,000 views in seven days, while creator Eli Mack pulled in over 84,000 views in two days testing every Roblox football game. Roblox sits at 3.8% of GAMR, according to ETF Database.
The Halftime Show Brings Tech Giants to Center Stage
When Bad Bunny takes the stage for the Apple Music Super Bowl Halftime Show, Apple Inc.’s (AAPL) name will flash across screens for millions of viewers. The Vanguard Information Technology ETF (VGT) holds Apple at 15%, while the State Street Technology Select Sector SPDR (XLK) carries a 13.3% position, according to ETF Database.
In addition to gaming, Sony plays a different halftime role through its music distribution arm. The Orchard, a Sony Music Entertainment subsidiary, maintains a distribution partnership with Rimas Entertainment, Bad Bunny’s label.
Live Nation Entertainment Inc. (LYV) enters through Roc Nation’s co-production of the show. The MUSQ Global Music Industry Index ETF (MUSQ) holds Live Nation at 10.4%, according to ETF Database.
Early Ad Releases Dominate Social Media
Several of this year’s commercials dropped early across social media rather than waiting for game day. Comcast Corporation’s (CMCSA) Xfinity spot reunited the original Jurassic Park cast for a “what if the internet never went down” scenario. The Communication Services Select Sector SPDR Fund (XLC) holds Comcast at 4.8%, according to ETF Database.
Another tech giant joined the early release strategy with its AI showcase. Alphabet Inc.’s (GOOGL) “New Home” commercial showcases its Gemini AI through an emotional story of a mother and son designing their house. The tech giant commands a combined 20.9% of XLC through its Class A and Class C shares, according to ETF Database.
Amazon.com Inc. (AMZN) also released its 60-second Alexa spot early, featuring Chris Hemsworth shouting underwater and marking the voice assistant’s return to the Super Bowl stage. Amazon holds a 23.4% position in the Consumer Discretionary Select Sector SPDR Fund (XLY), making it the fund’s largest holding, according to ETF Database.
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VettaFi LLC (“VettaFi”) is the index provider for GAMR and MUSQ for which it receives an index licensing fee. However, GAMR and MUSQ are not issued, sponsored, endorsed, or sold by VettaFi, and VettaFi has no obligation or liability in connection with the issuance, administration, marketing, or trading of GAMR and MUSQ.