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UFC and DraftKings announce gamified NFT launch

UFC and DraftKings have announced plans to launch a series of UFC-focused digital collectibles.

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In a reimagining of DraftKings’ ‘Reignmakers’ fantasy football NFT game, ‘Reignmakers UFC’ will give  players the opportunity to collect their favourite UFC fighters in digital collectible form and use them in games for the chance to win prizes.

This new agreement will give DraftKings access to the IP of over 500 different athletes currently on the UFC roster to build the ‘Reignmakers UFC’ collection.

Auctions and special drops will give collectors the chance to claim some of these new NFTs ahead of launch, which is expected later this year.

Rewards will be offered to collectors in the run-up to and after the game launch, including entries into daily contests with cash prizes, custom merchandise and more.

These rewards will correspond to live UFC events and the digital collectibles will retain their reward systems, while also becoming playable items after the game launch.

Tracey Bleczinski, UFC Senior Vice President of Global Consumer Products, said in a statement: “Reignmakers UFC will be a unique, innovative opportunity to create fan engagement that combines DraftKings’ expertise in digital sports entertainmen,t with pioneering technology that features hundreds of UFC athletes, including some of the biggest names in the sport.” 

The collectibles will be available soon on the DraftKings Marketplace and will be offered at varying levels of rarity; with entry-level items designed to encourage inexperienced collectors to take part.

SVP of Product Operations for DraftKings Marketplace, Beth Beiriger, said of the plans: “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.”

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