UFC Fight Pass
UFC appoint WePlay as their global digital media agency to drive subscription sales for UFC Fight Pass
UFC Fight Pass
UFC appoint WePlay as their global digital media agency to drive subscription sales for UFC Fight Pass
WePlay is UFC’s global digital media agency, with a critical focus on expanding the company’s best-in-class OTT product, UFC FightPass.
We aim to develop and execute a data-driven and creative media strategy to attract, engage, and acquire new subscribers worldwide
Our strategy follows a ‘glocal’ approach (global vision, local execution), blending global tactics with localised market activations. Within the strategy, we leverage UFC’s rich resources, including live events, content, and the star power of their fighters and UFC President, Dana White. Through meticulous planning across creative, content, and media platforms, we captivate MMA enthusiasts globally.
Our creative assets are tailored to each campaign, featuring local stars and broadcast partners to enhance engagement in specific regions. Think UFC Middleweight, Israel Adesanya in Australia and New Zealand, or Heavyweight, Tom Aspinal in the UK. We also translate materials into languages spoken in target regions, such as Spanish, Russian, and Japanese.
As part of our overarching strategy for UFC Fight Pass, we prioritise conversion rate optimization (CRO) to deliver personalised experiences tailored to MMA fans worldwide by dynamically tweaking landing pages and creative assets. This includes optimisation based on location, fighter interest, and language preferences.
The partnership has proven to be a global success, with a record number of subscriptions to the platform. Combining strategy, media and technology we have achieved:
1 award
SportsPro OTT Gold Award for Best Marketing Strategy
60%
reduction in CPA (vs target)
40%
increase in subscriptions from non-EN language markets
47%
increase in retargeting conversion rate
