Andy Booth, Chief Product Officer at Games Global, explains the impact of a new partnership with UFC.
Suppliers are using branded content to enhance their portfolios with some of the world’s biggest brands realising the potential of iGaming to elevate their reputations. Andy Booth, Chief Product Officer at Games Global, explains the impact of such collaborations.
Why is UFC the perfect partner for Games Global as the company boosts its portfolio of branded content?
UFC is the perfect partner for Games Global as we seek to expand our portfolio of branded content due to its immense global popularity, dynamic energy, and strong brand identity. UFC boasts a massive and dedicated fan base, which aligns perfectly with our target audience of gaming enthusiasts. This partnership allows us to leverage UFC’s exciting, high action nature, providing our players with an immersive gaming experience that resonates with the spirit of UFC.
How much has UFC been involved in the actual game development process of the title?
UFC has been deeply involved in the development process, ensuring that the game authentically represents the brand. They have provided valuable insights and guidance on various aspects, from character usage and animations to sound effects and overall game aesthetics. This close collaboration has been crucial in capturing the essence of UFC and delivering a product that both UFC fans and iGaming enthusiasts will appreciate.
Is there a risk that brand restrictions may hinder creativity when developing a title based on established IP?
While working with an established IP like UFC does come with certain brand guidelines and restrictions, we view these as opportunities rather than limitations. These guidelines help ensure that the integrity and essence of the UFC brand are maintained. At Games Global, we pride ourselves on our creativity and innovation, and we find ways to infuse our unique flair while staying true to the core values and identity of the UFC brand.
What were the key parts that you wanted to implement into UFC Gold Blitz Extreme™ to give slots fans that UFC experience?
In developing UFC Gold Blitz Extreme™, our key focus was to incorporate elements that reflect the excitement and intensity of UFC. This includes high-quality graphics that capture the action-packed nature of UFC fights, authentic sound effects and incorporating real UFC fighters as symbols within the game. We also aimed to integrate special features that mimic the unpredictability and buzz of UFC bouts, creating a game with the exhilaration of watching a live UFC event.
What’s different when creating an IP game and how do you ensure the brand is truly represented in a slot format?
Creating an IP game involves a higher level of collaboration and attention to detail to ensure the brand is accurately represented. IP games require us to translate the brand’s essence into the slot format. This involves working closely with the brand owners to understand their vision, ensuring all elements – from visual design to gameplay mechanics – align with the brand’s identity. For UFC Gold Blitz Extreme™, we worked hard to capture the spirit of UFC, ensuring that every aspect of the game, from graphics to special features, reflects the high-energy, competitive nature of the sport.
How will Games Global utilise UFC’s fantastic fan following to promote the game after launch?
Games Global plans to leverage UFC’s extensive fan base through a comprehensive marketing strategy that includes collaborations with UFC’s digital and social media channels, promotional events, and cross-marketing opportunities during UFC events. We aim to engage UFC fans by highlighting the game’s unique features and its authenticity in representing the UFC experience. Additionally, we will explore opportunities for exclusive content and promotions that will appeal to both UFC enthusiasts and iGaming players.
What else can we expect from this exclusive partnership?
This exclusive partnership is just the beginning of an exciting journey. Players can look forward to more innovative and engaging games that blend the excitement of UFC with the adventure of iGaming. We plan to continue exploring new ways to integrate UFC’s dynamic elements into our games, offering fresh and immersive experiences. Stay tuned for more exclusive content, special events, and promotions that will further strengthen the bond between UFC fans and Games Global’s gaming community for years to come.