UFC launches a new poker site.

UFC launches a new poker site. The promotion will be giving out a host of prizes every month including VIP experiences.

MMAPayout.com analysis

The Ultimate Fighting Championship has officially entered the online poker community with its own playing service. Here are the details:

• UFC Poker offers unlimited free online poker (it’s 100% legal in the US)

• Players have the chance to win $100,000 in cash and prizes every month (cash, tickets, and gear, etc.)

• A download is available at UFC.com to get you started

Payout Perspective:

MMA and poker happen to share a very similar demographic, which is likely why the UFC is lending its brand to an online poker game: they’re trying to foster greater brand awareness and loyalty through further targeting the 18-34 demographic.

Is this brand extension wise? It depends. The online poker site should serve the intended purpose above, so long as it does not become a distraction or translate into a full-time poker series.

However, the UFC needs to be very careful in their pursuit of revenue diversification that they don’t over-extend the company or its brand. If they try to associate the UFC with too many things – for example poker or sports cars or airplanes – they’re going to dilute the value and power of the brand. Those three letters have become synonymous with the sport of MMA; and, associating it with anything else on a full-time basis would be a mistake.

Moreover, the reason the UFC brand is so powerful and valuable is because Zuffa is really good at running an MMA organization – that’s their hedgehog concept. In other words, the UFC needs to ensure they ultimately stick to what they’re best at.