Jun 6, 2012

EA Sports…its in the game. Every game.

Electronic Arts has inked a licensing agreement deal with Zuffa LLC, to produce and distribute Ultimate Fighting Championship-branded video games. Under the multi-year partnership agreement, EA will have exclusive rights to the UFC catalog of fighters and its brand, with all products being marketed under EA’s own EA Sports brand.

“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.”

UFC licensing rights were previously held by THQ who had been producing UFC-branded video games for the last several years.

“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,” said 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.” (via Press Release)

EA Sports currently produces nearly every popular sports video game you can think of, including FIFA Soccer, NHL hockey, NBA Live basketball, and Madden NFL Football (EA also has an exclusive license with the NFL through 2013).

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