SPRIBE, a software company specializing in the iGaming industry, was founded in 2018. Within just a year, the company launched its flagship game, Aviator, which significantly boosted SPRIBE’s recognition. In 2023, the company took a major step forward by partnering with the Ultimate Fighting Championship (UFC), one of the world’s leading sports organizations. Now, the two partners are exploring the exciting prospect of hosting a UFC event in Georgia. In an exclusive interview with Forbes Georgia, SPRIBE’s founder, David Natroshvili, shared insights into this groundbreaking collaboration and future plans.
How did the collaboration between SPRIBE and the UFC begin? Could you share the story behind this partnership?
SPRIBE and UFC began working together back in 2023 when we signed a first-of-its-kind partnership deal for our flagship Crash game Aviator to sponsor UFC events.
SPRIBE wanted to forge this partnership because we saw it as a fusion of gaming and sports entertainment and a way to amplify our brand visibility. It also allows SPRIBE to reach UFC fans who are passionate about intense and exciting experiences.
That’s exactly the sort of entertainment we already provide through Aviator, the number one game in the iGaming world, so a partnership between our two global brands was massively appealing for both of us.
What does this partnership involve, and what specific role does SPRIBE play in it?
Under the terms of our partnership, the Aviator logo is on display inside the Octagon at UFC Fight Night and PPV events. This really projects our brand visibility onto vast audiences around the world.
We regard our connection as a multi-layer partnership with the UFC, a collaboration that’s dynamic and still evolving, so there’ll be more to come from us both in future. We’ll be exploring different ways to deepen our connection between the UFC and its fanbase, and SPRIBE’s industry-leading products.
Could you highlight some of the key projects or initiatives you’ve successfully implemented together so far?
Besides having Aviator’s logo on the major events from UFC, we also have a brand ambassador fund which therefore allows us to run marketing campaigns with superstar athletes such as current UFC Light Heavyweight Champion Alex Pereira, and current UFC Bantamweight Champion Merab Dvalishvili.
What we also do very well is immerse the UFC audience into the world of Aviator, creating a memorable and engaging experience.
We do this by leveraging social media, offering exclusive in-game content and carrying out interactive campaigns to connect with the passionate UFC audience, creating a community around the shared thrill of competition.
That’s an important point – both Aviator and UFC enjoy tight communities that are engaged and committed. That’s why merging these two worlds was such a great idea and has been a demonstrable success.
Let’s discuss the possibility of hosting a UFC event in Georgia. Have you and Dana White already had discussions about this? What can you share at this stage?
The SPRIBE team and I recently had a great meeting with Dana White and his UFC management at their headquarters in Las Vegas.
They were fantastic to deal with and we were all delighted to sign a huge new partnership deal.
We also talked about future collaborations and hosting a UFC event in Georgia, so I can confirm that this idea, just like our famous Aviator game, is ready for take-off.
What role will SPRIBE have in bringing the UFC to Georgia and supporting this event?
The UFC currently has two Georgian UFC champions in Merab Dvalishvili and Ilia Topuria, which is why I offered Dana White the opportunity to hold a UFC event – for the first time ever – in Georgia.
There’s no doubt in all our minds that this will be a huge success in this beautiful and fascinating country.
In your opinion, what advantages could hosting a UFC event bring to Georgia, both in the short and long term?
This will help the country shine on the world map.
The UFC currently has more than 750 million fans who will soon be introduced to Georgia and that will surely translate into tens of thousands of tourists. Obviously, this will bring significant economic benefits.
This event will bring focus and attention to a place that many won’t be familiar with, but no one will forget after they’ve experienced everything that Georgia has to offer.
It has the potential to spark increased tourism and investment in the country from various industries so this could be the start of something special for the nation.
Finally, do you see this as a one-time event, or is there potential for Georgia to host multiple UFC events in the future?
SPRIBE doesn’t think short-term, so we never regard anything we do as being a one-off. We always plan for growth and look to improve whatever it is we’re doing, even if it’s already a success.
Georgia definitely has the capability to host more UFC events, and even perhaps organize gatherings of different types. The country could become a serious hub for various sporting, entertainment and business sectors.
We’re excited to be part of this forthcoming UFC event in Georgia, as we believe it’s the start of something big.
One thing is clear – the sky’s the limit for what SPRIBE and the UFC can do together.
S
