DraftKings and UFC expand partnership to include gamified NFTs
Online gaming giant to launch UFC iteration of ‘Reignmakers’ digital collectibles franchise
DraftKings is set to expand its partnership with the UFC, as the two parties will collaborate on a gamified NFT franchise ahead of UFC 276 in July.
The NFT collection marks the latest iteration of DraftKings’ ‘Reignmakers’ digital collectables franchise.
As part of the initiative, the UFC will make the IP of over 500 active fighters available for DraftKings Marketplace to draw on as it builds out the collection, with the first season of the gamified component of the franchise expected to launch later this year.
Prior to the game going live, fans can begin collecting the fighter NFTs through a series of auctions and drops as part of DraftKings’ ‘Heatwave Series’ leading into UFC 276: Adesanya vs. Cannonier on July 2.
Collectors will then receive rewards such as daily fantasy contest entries and custom merchandise based on the utility of the digital assets.
“UFC has been a tremendous collaborator over the years,” said DraftKings Marketplace SVP of product operations Beth Beiriger. “We are delighted for the organization to represent our latest installment within DraftKings’ burgeoning Reignmakers gamified digital collectibles franchise.”
As the official sportsbook and daily fantasy partner of the UFC in the US and Canada, DraftKings has led the charge among betting operators into the Web3 world of blockchain technology, with the UFC collection representing one of its deepest integrations yet.
“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,” she added.
The exclusive Reignmakers UFC game, which is currently in development, will ultimately boast a variety of familiar prize- and status-driven features once it goes live, including missions, achievements, level-ups and leaderboards.
In advance of UFC 276, DraftKings Marketplace will roll out drops of the NFT collections distinguished by varying degrees of scarcity. Collectors will have the option to either hold the assets for when they become playable items or trade them on DraftKings’ secondary market.