DraftKings extends partnership with UFC to include gamified NFTs

DraftKings has extended its partnership with the UFC to include its gamified digital collectibles franchise focused on the MMA promotion.
Image: Andre Luiz Moreira/Shutterstock

DraftKings has extended its partnership with the UFC, with plans to launch a new iteration of its Reignmakers gamified digital collectibles franchise focused on the MMA promotion.

Expected to go live later this year, Reignmakers UFC will feature NFT-based games that will allow fans to build collections of fighters and utilize them in games to compete for prizes.

Under the terms of the new deal, DraftKings Marketplace will have access to a fighter IP of over 500 different UFC athletes to create the Reignmakers UFC collection.

UFC fans can begin collecting fighter NFTs via auctions and drops in DraftKings’ Heatwave Series, which will be based around the promotion’s summer events, beginning with UFC 276 on July 2.

Based on the utility of the NFT, rewards such as entries into special daily fantasy contests for cash and custom merchandise will be given to collectors leading into and following the game rollout. DraftKings is also the official sportsbook and daily fantasy partner of the UFC.

“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,” commented Beth Beiriger, SVP 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 UFC game will include features and functionality related to missions, achievements, level-ups, leaderboards, and other game mechanics.

While the game continues to be developed, collectors will be provided with timely digital and physical rewards tied to corresponding UFC events via the inaugural UFC NFT range. Eventually, all fighter collections will become playable, in-game items, while maintaining this rewards system for holders.

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.” 

Dropping on the DraftKings Marketplace to buy and sell, the UFC collections will have scarcity tiers that include entry-level NFTs for a mainstream accessible experience.