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UFC and DraftKings Debut New NFT Collectibles

UFC and DraftKings Debut New NFT Collectibles

by Josh RochlinJuly 7, 2022

UFC is getting into the NFT business with the help of DraftKings. In June, the mixed martial arts giant UFC and DraftKings announced a plan to release new DraftKings “Reignmakers” digital NFT collectibles featuring the biggest fighting stars.

Reignmaker Game Marks UFC’s Entry into NFT’s

Fans will have the opportunity to collect their favorite UFC fighters and use their cards in a variety of games. The Reignmakers UFC NFT-based games are expected to be released later this year.

Through the extension of the partnership between the UFC and DraftKings, DraftKings Marketplace will have exclusive access to the intellectual property of more than 500 active fighters. Players will be able to receive awards based on the value of their collection before and after games go live, which can include entries into daily fantasy contests and merchandise.

“UFC has been a tremendous collaborator over the years, and we are delighted for the organization to represent our latest installment within DraftKings’ burgeoning Reignmakers gamified digital collectibles franchise,” said Beth Beiriger, senior vice president of product operations for DraftKings Marketplace. “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.”

The Reignmakers game is currently in progress. Upon launch, missions, achievements, level-ups, and leaderboards will be available to players.

DraftKings released the first set of NFT collectibles ahead of UFC 276 last week.

The “Heatwave Series” includes UFC stars Israel Adesanya, Stipe Miocic, Charles Oliveira, Zhang Weili, and Conor McGregor.

There are five “Rarity Tiers” for the cards, ranging from “Rare,” “Elite,” “Legendary,” and “Reignmaker.” Oliveira is the sole “Reignmaker” card available. All of the collectibles can be bought and sold within DraftKings’ secondary market.

“We’re excited to expand our relationship with DraftKings to incorporate UFC into their highly anticipated Reignmakers gamified NFT collection,” said UFC SVP of Global Consumer Products Tracey Bleczinski. “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.”

DraftKings will look to drop a new set of collectibles every year. Beth Beiriger, SVP of product operations for DraftKings Marketplace, expects the level of interest to affect the supply of NFTs.

“That is one of the things that we have discussed at length: how do you balance having a set amount of scarcity with an unknown factor of how many people are going to want to come in,” Beiriger said. “As users show up, we will make sure that there’s enough supply for them to participate but being smart about it so that we’re not also flooding the market and diluting anything.”

Another Win for the UFC-DraftKings Partnership

The partnership between the UFC and the Boston-based sports betting titan has been one of the most profitable in the gaming industry. DraftKings became the fighting promotion’s first official sportsbook in March 2021 when the two companies signed a five-year deal worth $350 million.

As part of the deal, a DraftKings clock is located on the Octagon, odds are provided during broadcasts, and customers have access to in-game promotions.

Read about more UFC partnerships.

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About The Author
Josh Rochlin