Betting on MMA is a popular sector with a huge potential for operators who want to increase their income. However, UFC bets need professional marketing, including advertising on television and the Internet.
MMA (Mixed Martial Arts) is a combination of many techniques, schools, and styles of martial arts. International and regional fights are held under the auspices of the UFC (Ultimate Fighting Championship) — the world's largest organisation in the field of MMA.
The placement of bets on martial arts was popularised in the late 2000s. Today, it is one of the most promising sectors of the market. And although the MMA audience is not as large as that of football or eSports, bets on UFC fights can be found on the websites of all top bookmaker’s offices.
Why users choose MMA betting:
Diverse event line | In the UFC, there are fights with 3 and 5 rounds. In the second case, the match is held for the title. Gamblers bet on the results of each round, the totals, the difference between points, the probability of a knockout, etc. In the MMA industry, totals, express bets, double chances, and other types of bets are very popular |
Support for live bets | Casino visitors can watch the first round of the battle, analyse intermediate results and place a more profitable bet on the outcome. Most bookmakers block the live line after the third round |
Application of game strategies | The most popular bets are called “The Ladder of Favourites”. These are meetings of famous fighters with “no-names”. Bookmakers offer odds in the range of 1:25–1:55. It is not much but in MMA, surprises are very rare. Among the profitable strategies, we can also name “Promising Beginner”. In this case, in order to find an unknown but promising athlete and choose a winning bet, you need to understand martial arts |
The addition of UFC betting to the platform will diversify the bookmaker's catalogue and attract new users to their websites. However, it is important to make sure that betting on martial arts has the right marketing. This is the only way to drive traffic and increase profits.
Let us consider the most effective strategies of successful bookmakers:
The MMA industry is an excellent springboard for the conclusion of partnership agreements. You can interact with both regional federations and athletes.
The organisation holds top fights in America and Europe. It is logical that many bookmakers want to conclude lucrative contracts with the UFC. It is possible for businessmen to become title sponsors and finance all fights in a specific country or one-time meetings.
This type of promotion requires significant investment but the cost of advertising fully pays off. The name and logo of the betting shop are seen by gamblers in many parts of the world, so the attraction of the target audience is guaranteed.
During live broadcasts of the match on the Web, providers can:
In the CIS market, we can highlight the long-term partnership between UFC and Parimatch. The bookmaker sponsors matches with the participation of such famous Russian athletes as Khabib Nurmagomedov, Petr Yan, Askar Askarov, and others.
The collaboration between the UFC and Reebok also looks interesting and promising. The English brand is focused on popular types of physical activity, including running, fitness, and martial arts. During top fights, participants come out in Reebok uniforms. Moreover, the company presented a collection of branded equipment with the UFC emblem.
Today, MMA is one of the most promising business areas. In terms of the number of subscribers in social networks, athletes compete with tennis players and are ahead of swimmers, gymnasts, and representatives of winter sports.
Some fighters are considered to be influencers: they talk not only about martial arts but also about a healthy lifestyle, ecology, and politics.
All duties of an athlete (from posting information on social networks to wearing promotional clothes) are stipulated in a bilateral contract. It is difficult and expensive to conclude an agreement with a top fighter, so it is better for small betting companies to take a closer look at promising newcomers.
The target audience of betting on martial arts spends a lot of time on the Internet, so the bookmakers should be focused on the placement of catchy creatives. These are text, audio, and video materials, as well as newsletters and other types of content.
Publications can be perfectly converted into additional bets, an expanding audience of mobile applications, and other performance indicators. Providers of betting on martial arts get a measurable result with any type of promotion, whether it is traditional SEO (work with search engines) or modern SMM (advertising on social networks).
Digital content in the MMA industry:
Many bookmakers implement “smart” event lines that are configured for each gambler individually. The system works on the basis of Big Data technology. The program gathers and processes terabytes of information (login histories, behavioural metrics) to create a personalised solution for each person.
“Smart” event lines rarely focus on one sport. As a rule, they cover several disciplines, for example, football, basketball, boxing, and UFC. The service contains detailed analytics, a hint system, a comparison of bets, and other useful options.
Experts note several problems associated with the promotion of martial arts betting:
We use effective promotional methods to increase the profitability of a bookmaker’s office and improve its image.
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