Mixed martial arts organization UFC and sports betting hub IMG ARENA have confirmed the impending launch of UFC Event Centre, described as a “…ground-breaking sports betting product that will provide a host of new opportunities for live betting during each fight of every UFC event”.
Both the UFC Event Centre and UFC’s official data feed will be made available globally through licensed partnerships with sportsbooks and gaming operators, including IMG ARENA’s existing portfolio of more than 300 operators.
The UFC Event Centre is the gaming industry’s first sports betting product created specifically for a major sports brand, developed by IMG ARENA to capture the UFC experience. It will, said IMG, deliver more features and markets for UFC events than any betting product available previously.
These include live in-round betting for every UFC event globally, official data delivery in under two seconds, immediate bet settlement, live betting data points, live statistics, fighter and event details, a mobile-first design, and 3D visualizations of live UFC action.
According to the firm, the product will immerse fans in unique and official content every second of every round. A wealth of live, time-stamped data points will, it added, open a huge range of new betting opportunities, including reversals, knockdowns, submissions, takedown attempts, and takedowns landed.
“The UFC Event Centre and its official data feed will be a game changer for how UFC fans engage with our events through sportsbooks and gaming operators,” said UFC President Dana White. “We have the most passionate, die-hard fans of any sport, and they’re going to love the option to place bets live during a fight. Betting operators are also going to love this product because, unlike other sports, UFC has no off season. The action will be non-stop for fans and sportsbook operators.”
Freddie Longe, Executive Vice President and Managing Director of IMG ARENA said: “The UFC brand is extremely powerful and already resonates strongly with the key demographics of global sports betting consumers. Through this partnership with UFC, we have been able to develop official products that will help unlock significant value for both UFC and our global sports betting partners.”