DraftKings has underlined its intent to launch a new iteration of its ‘Reignmakers’ gamified digital collectibles franchise focused on UFC.
Partnering with the sporting organisation, DraftKings’ release will look to allow fans to build collections of UFC fighters and utilise them in games to compete for prizes, with the first season of NFT-based games expected to go live later this year.
“We’re excited to expand our relationship with DraftKings to incorporate UFC into their highly anticipated Reignmakersgamified NFT collection,” said Tracey Bleczinski, UFC Senior Vice President of Global Consumer Products.
“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.”
Under the new agreement, DraftKings Marketplace will have access to fighter IP from over 500 different athletes on the active UFC roster from which to choose to create the Reignmakers UFC collection.
Already UFC’s first-ever official sportsbook and daily fantasy partner in the US and Canada, DraftKings now extends the collaboration between these organisations into blockchain and intends to ‘merge collectability with event-based benefits’.
Beth Beiriger, SVP of Product Operations for DraftKings Marketplace, added: “UFC has been a tremendous collaborator over the years, and we are delighted for the organisation 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.”
Furthermore, the group reported that the UFC game is in development now, and at launch it will include ‘familiar features and functionality’ related to missions, achievements, level-ups, leaderboards and other underlying game mechanics.