Electronic Arts and the UFC announced an extension of its multi-year partnership according to a press release from EA. The parties have stated its agreement will go through 2030.
EA launched a new UFC game this past summer and according to the release fans played “more than 64 million simulated UFC fights during the EA Sports UFC 4 launch week.” This represents a 125 percent year-over-year increase compared to EA Sports UFC 3.
The launch which coincided with August’s PPV featuring Stipe Miocic and Daniel Cormier saw a rise in almost 75 percent more players. Notably, last month’s UFC PPV included a promotion which would have those trying out the new video game allowing them to unlock Brock Lesnar for the video game.
Interesting to note from the press release:
EA SPORTS and the UFC will also partner on innovative new experiences and more ways for fans around the world to connect with the excitement of MMA. The partnership will include more forms of play and self-expression, available on more platforms, including expanded future offerings for mobile players. This partnership will also focus on design, visualization, and development innovations for the games to grow and deepen the world of EA SPORTS UFC, impacting how they play and feel, and how players connect to the sport as it happens.
Payout Perspective:
At a time when video game play is on the rise the parties have come to an agreement to develop more games. One might infer that sales have been good of the newest version of the video game. With the expansion of esports, one might assume that the company will try to develop some sort of league. In addition, one can see Fortnite-like additions to the video game with people purchasing items to use in game play. Although financial terms were not announced, one might see the long-term deal as advantageous for both.
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