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June 10, 2022 Online, Land Based, Partnerships

DraftKings extends partnership with UFC, includes gamified NFTs

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Plans to launch a new iteration of its Reignmakers UFC game is currently underway.

DraftKings has extended its collaboration with UFC and will focus on another version of its Reignmakers gamified digital collectibles franchise.

The new iteration, called Reignmakers UFC, is currently in development. The NFT-based games for the first season of Reignmakers UFC are scheduled to launch later this year.

Fans will have access to prize earnings and chances to earn collectibles of their favorite UFC fighters as part of the new release. Players will be able to begin collecting the initial NFTs of fighters through a series of drops and actions in DraftKings’ Heatwave Series.

The series will follow UFC’s summer event schedule, with the first fight taking place on July 2, 2022.

DraftKings Marketplace SVP of Product Operations Beth Beiriger said: “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.

“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.”

UFC Senior Vice President of Global Consumer Products Tracey Bleczinski echoed Beiriger’s sentiments about the continuing partnership.

Bleczinski commented: “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.”

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