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Play the Fight Before the Fight:

Our strategy was to close the distance for fight fans, by bringing the biggest real-world fights from the octagon to the small screen before they happened. This was a combination of:

  1. Working with the product team to get the fights into the game as a playable challenge

  2. Capture a statistically relevant simulation of the fight for fans to watch unfold on social media

  3. Partner with real world artists to create original art for the game cover, website, social media banners, and posts

  4. Work with Conor McGregor, Khabib Nurmagomedov, Dana White, and the UFC official channels to promote the fight sim

  5. Real life advertisements during the Pay Per View that promoted our content and the game

Tapping into Player and Audience Motivations:

This strategy allowed us to tap into the community, and the love for the sport. It allowed us to spark conversation around fight predictions and drive user generated content (UGC). It allowed us to create a jumping off point to tie the game back to real world events and tap into the fandom that the UFC has grown around the world. 

By using the athletes as influencers, we were also able to expand our reach into new audiences by promoting different fight sims for a variety of different Pay Per Views. This allowed us to exponentially grow the conversation, while never over extending ourselves into one influencers audience too often, as we only worked with them when they were fighting. 


Content Examples:

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