• Nine live events scheduled for the rest of 2023
• Horizon World environment will look to engage fans and drive conversations

The Ultimate Fighting Championship (UFC) is increasing the number of live fights it will broadcast in 4K virtual reality (VR) through Meta’s Xtadium and Horizon Worlds digital environments.

The expansion of the partnership follows initial experiments last year, with both parties now confident in the technology and the consumer proposition. Nine Fight Pass events will be available via Meta’s platforms, the first of which will be Legacy Fighting Alliance (LFA) 164 on 4^th August.

All UFC Fight Pass subscribers will have access to the immersive broadcasts if they have a Meta Quest 2 headset. Users can opt for a cageside vantage point and watch the action with a 180-degree viewpoint, switch between multiple camera angles, and virtually sit with their friends thanks to social features.

Initially the broadcasts will only be available via Xtadium, but will eventually find their way to Horizon Worlds before the end of 2023, as part of a dedicated metaverse experience. The UFC-themed environment will combine live and on-demand immersive content with social features and interactive games, with users earning unlockable rewards and status the more they participate. 

“We tested this technology successfully with a handful of MMA events last year, and now we’re going further,” said Craig Borsari, chief content officer and executive producer at UFC. “We’re just scratching the surface of how we can use this technology to create greater fan engagement and grow this sport.

“There is almost nothing in all of sports that matches the thrills and excitement of a great MMA event. We’re always looking for ways to capture that experience and share it with our fans who can’t get to an arena. That’s how we’ve built this sport over the years—by providing fans around the world with opportunities to engage with our content, whether through in-person attendance, live broadcasts, or social media.

“Meta Horizon Worlds is taking fan engagement and community building to another level. Meta has pioneered VR technology through Meta Quest 2 that makes you feel like you’re standing on the deck of the Octagon, alongside our cameramen. At the same time, Worlds offers an immersive social environment where fans can see and speak with each other in real time. There’s nothing like this available for MMA fans anywhere else.”

Xtadium, which is developed by YBVR, will also host an immersive broadcast of DAZN’s coverage of the upcoming bout between Jake Paul and Nate Diaz.

SportsPro says…

The UFC has been a big proponent of sport in the metaverse, as well as one of the main case studies put forward by game engine developer Unity as it seeks to become the default platform for rights holders looking to offer more immersive broadcasts.

MMA takes place in a relatively compact area with just two participants and a referee to contend with, while the UFC has a fairly advanced DTC strategy that makes it easier to experiment with rights and technology.

Although it is still early days for sport in VR, the UFC has plenty of advantages when it comes to being the first to create a digital environment that fans actually want to spend time in.

Meta will certainly be hoping so. The company has committed billions to metaverse development but has so far failed to gain significant consumer interest. Sport is seen as a an effective tool in driving awareness and adoption, and there has been significant interest from rights holders eager to experiment with new technologies. Meta is taking a long-term approach, and sport will be crucial in developing a mainstream market.