Ubisoft joins Fabacus to unlock digital licensing possibilities

Ubisoft, Venum and Fabacus are launching an activation using physical licensed products to unlock digital rewards and experiences for consumers, in a deal brokered by IMG.

For the first time, Fabacus, the global technology business and creator of proprietary technology platform Xelacore, has partnered with interactive entertainment and gaming company Ubisoft to integrate its licensed product into the Assassin’s Creed Valhalla brand universe with a dedicated capsule collection with the combat sportswear brand Venum.

Fabacus is levelling up the possibilities of its technology to cross formats and consumer ‘worlds’ with codes on physical Ubisoft x Venum products to unlock in-game rewards for players and their digital avatars. This is not the first time that Venum and Fabacus have collaborated together, having also partnered up earlier this year for a UFC x Venum collaboration to unlock exclusive products and UFC prizes.

“We are very excited to be kicking off this partnership with Ubisoft and breaking the boundaries between on-and-offline brand integration,” says Andrew Xeni, CEO & Founder of Fabacus. “Not only are we fuelling Ubisoft’s data driven strategies, but we are also broadening brand universes for consumers, using their Assassin’s Creed x Venum apparel purchases to unlock in-game rewards such as Shields. The possibility of what our technology can achieve within the advancement of gaming for licensors and licensees alike truly excites me.”

Addie Dorsey, Licensing Consumer Products at Ubisoft, commented: “As we move towards a world of new possibilities within AR & VR gameplay, we wanted to integrate our licensed products into our digital brand ecosystem, to not only provide our consumers with exciting, unique experiences, but also to allow us to expand the Assassin’s Creed Valhalla brand universe across sectors, in a way we had never been able to before.”

The campaign is due to go live today across the world, with codes concealed within selected Venum products for consumers to discover. Anyone who takes part in the activation will receive a free in-game reward: the Ouroboros Shield, a sturdy black metal shield decorated with a representation of a snake eating its own tail infinitely. Participation will also provide a chance to win Eivor figurines from the Assassin’s Creed game and discounts codes on Venum products.

UFC launches global consumer rewards programme on licensed products with Fabacus

The technology start-up, Fabacus has partnered with the mixed martial arts organisation, UFC, to launch a global consumer rewards programme for fans purchasing UFC licensed products.

In a deal brokered by IMG, the Fabacus platform – which connects global brand owners with their consumers – will supply the technology to enable fans worldwide to redeem an array of exclusive UFC experiences, rewards, and content.

Through Fabacus, UFC will have the potential to engage on a one-to-one bases with its global fanbase of some 625 million followers, by offering them access top the programme. This programme will feature rewards including UFC’s new exclusive outfitting and apparel partner VENUM, along with other brands signing up with the platform later in the year.

Andrew Xeni, CEO and founder of Fabacus, said: “We’re delighted that UFC has chosen Fabacus to further enrich the experience of UFC fans throughout the world. We believe this is the first time a global licensor has been able to curate a campaign in this unique way, simultaneously across multiple partners, categories, and territories, delivering personalised experiences to the fans that are buying their licensed products.

“Our platform has been developed to forge ever closer relationships between brands, their partners, and consumers. We’re pleased to be part of something that will benefit all parties.”

Matthew Primack, SVP licensing, IMG, said: “IMG has assisted the UFC in reaching new levels of consumer engagement through licensed consumer products. By offering UFC fans rewards for purchasing authentic product, the UFC brand is enhanced while fans are appreciated for their support.

“This is achieved through an innovative experiential rewards program designed and delivered in collaboration with Fabacus. The first live UFC redemption campaigns have delivered impressive results and we look forward to exploring more brand- enhancing and value-adding experiences for our clients in the future.”

Consumers will be presented with the opportunity to redeem rewards through Acoustix, the UFC Ultimate Sound music and media app provider, which will play a vital role in the rewards programme.

Xeni formed Fabacus in 2016 to bring innovative ways of working to the retail and licensing landscape. Fabacus has since gone from strength to strength, working with a growing community of partners and establishing a global headquarters in Soho Square, London.

UFC names Venum its new exclusive outfitting and apparel partner

The global designer, marketer and distributor of combat sports apparel and accessories, Venum, has been named the exclusive global outfitting and apparel partner for the mixed martial arts organisation, MMA.

In a deal brokered by IMG’s licensing business – the exclusive representatives of UFC – the partnership will commence in 2021.

UFC athletes will debut the new Venum-designed UFC Fight Kits inside the Octagon in April 2021. To coincide with this debut, Venum-designed apparel will be made available for sale at retail outlets around the world and online.

UFC’s outfitting policy is administered through its Promotional Guidelines Compliance program. The organisation will adjust the pay scale tied to its Promotional Guidelines Compliance program, which will result in across the board increases for all athletes effective April 2021.

UFC’s existing outfitting and apparel partnership with Reebok, the global fitness brand, expires in March 2021. Reebok will continue to serve as the official footwear provider of UFC through the end of next calendar year.

“We’re pumped that Venum will be joining us as our new exclusive global outfitting and apparel partner,” said UFC President Dana White. “Venum is an Iconic combat sports brand that understands the unique needs of MMA athletes. Franck Dupuis and his team at Venum have the technical knowledge and experience that will produce world-class UFC Fight Kits and apparel. We’re looking forward to collaborating with them on this next evolution of UFC’s outfitting program.”

Dupuis, Venum CEO and founder, added: “Joining UFC as its official outfitting and apparel partner means a great deal to the Venum team.

“Venum is a brand that has grown alongside the sport of MMA as it has exploded in popularity around the world. We are both proud and grateful, as this agreement signifies the success of our journey over the past fifteen years. At Venum, we are ecstatic to write the next chapter in our history.”

Added White: “We appreciate the partnership with Reebok over the past six years. It was a ground-breaking deal that elevated both of our brands. We’re pleased that Reebok will continue with us as the official footwear provider of UFC through 2021.”

The Venum/UFC Fight Kits and apparel line will be high quality MMA gear and performance apparel specifically designed and developed for UFC’s world-class athletes competing inside the Octagon.