Electronic Arts have today announced that they have signed a licensing agreement with Zuffa to produce and distribute games bearing the Ultimate Fighting Championship (UFC) brand.
Such a new multi-year, multi-product partnership will provide EA the exclusive rights to develop UFC videogames, which will be developed and marketed under their EA Sports label.
“We’re thrilled to begin a long-term partnership that will bring fans incredibly authentic, and deeply connected, UFC videogames,” said Andrew Wilson, EVP and Head of EA Sports.
“UFC has become a global powerhouse because they have the world’s best fighters, competing in the world’s best mixed martial arts events. We share UFC’s passion for the sport, and we look forward to capturing all of the intensity and excitement of the action with unique new game experiences across a range of platforms.”
“We’d like to thank THQ for creating some of the most critically-acclaimed sports videogames of this console generation, and we’re excited to enter a new relationship with EA that will help us deepen our connection with fighting fans around the world,” commented UFC President Dana White. “There’s no one better at creating authentic sports videogames than EA SPORTS, and we’re excited to have a partner who shares our vision of deep, connected and multi-platform global game experiences.”
THQ’s CEO Brian Farrell adds “We’ve relished our relationship with UFC over the last several years and believe that the UFC gaming brand is in great shape. THQ’s more focused strategy moving forward meant that transferring the license to EA made sense to all parties.
“We’d like to thank the UFC for their great support and partnership and wish EA all the best moving forward.”