The US betting company, DraftKings has announced an expansion of its partnership with the world’s premier mixed martial arts entity, the Ultimate Fighting Championship (UFC). This newly expanded deal will be based on plans to build a new incarnation of its Reignmakers gamified digital collectibles franchise centred on the MMA promotion.
Reignmakers UFC, which is expected to go live eventually this year, will showcase NFT-based games that will permit fans to construct fighter collections and use them in games to thrive for prizes. To create the Reignmakers UFC collection, DraftKings Marketplace will have direct exposure to a fighter IP of over 500 different UFC athletes under the terms of the current agreement.
UFC enthusiasts can start collecting fighter NFTs through auctions and drops in DraftKings’ Heatwave Series, which will be centred on the promotion’s summer events and will kick off on July 2 with UFC 276. Collectors will receive benefits such as entries into special daily fantasy competitions for cash and custom merchandise based on the functionality of the NFT prior to and following the game’s release. DraftKings is also the UFC’s official sportsbook and daily fantasy partner.
Beth Beiriger, SVP of Product Operations for DraftKings Marketplace, said, “UFC has been a tremendous collaborator over the years, and we are delighted for the organization to represent our latest instalment within DraftKings’ burgeoning Reignmakers gamified digital collectibles franchise.
“Fight fans are already among the most engaged audiences, and we see these immersive technologies as bolstering the unique sports entertainment ecosystem we provide for consumers while also rewarding their undeniable passion.”
Missions, achievements, levelling up, leaderboards, and other game mechanics will be included in the Reignmakers UFC game. While the game is still in development, collectors will receive timely digital and physical rewards tied to correlating UFC events through the first-ever UFC NFT range. All fighter collections will ultimately become playable in-game items, while the rewards system for holders will remain in place.
Tracey Bleczinski, UFC Senior Vice President of Global Consumer Products, added, “We’re excited to expand our relationship with DraftKings to incorporate UFC into their highly anticipated Reignmakers gamified NFT collection.“
“Reignmakers UFC will be a unique, innovative opportunity to create fan engagement that combines DraftKings’ expertise in digital sports entertainment with pioneering technology that features hundreds of UFC athletes, including some of the biggest names in the sport.”
The UFC collections will be available for purchase and sale on the DraftKings Marketplace, with scarcity tiers that also include entry-level NFTs for a mainline accessible experience.