THQ Secures UFC License Until 2018, Includes Mobile, Social Extensions

Licensing rights can play a big role in the success of sports game franchises, and THQ has ensured that it'll keep its key deal for another several years, re-upping its agreement with Zuffa to publish Ultimate Fighting Championship video games on numerous platforms through 2018. "Working closely together with Dana White and the incredible team at UFC, we plan to continue to deliver outstanding interactive UFC experiences to gamers around the world in all new ways, including social, mobile and brand extensions," says THQ core games executive VP Danny Bilson. THQ got a breakout hit in 2009 with Yuke's' UFC Undisputed, which outperformed all expectations with 3.5 million units sold. The follow-up didn't sell nearly as well, despite higher initial preorders, and disappointed projections with its 2.6 million units sold. But the company has said that strong brands in its portfolio will be the key to success on emerging platforms like Facebook. Recently, company CEO Brian Farrell said that the company's mobile and social strategy would hinge on leveraging its core properties, among which it includes UFC. The license agreement renewal comes the same week that EA Sports plans to launch its own rival mixed martial arts title, EA Sports MMA, which hits worldwide store shelves this week. Label head Peter Moore has said that the title will be competitive not because of licensing, but because "we feel we have superior gameplay."