Get ready to duck. SEG Sports, owner and operator of no-holds-barred fighting league Ultimate Fighting Championship, has inked a deal with gameco Crave Entertainment for the creation of digital game titles based on the sports property. The five-year deal will see Crave develop games for all platforms, beginning with titles for PlayStation and Dreamcast that will be released to stores in Q4 2000.
The UFC, which hooks male teen viewers with a strange blend of martial arts, wrestling and street-fighting, features two opponents duking it out in an octagonal, caged ring. A winner is declared only when one of the combatants yields by tapping the canvas, or after a referee deems one of the participants unfit to continue fighting. Attorney for SEG Sports Adam Bylow is hoping the deal with Crave will help endear the UFC to a more mainstream audience, which has proven to be an elusive goal due to bad PR. In recent years, critics have repeatedly charged it with promoting gratuitous violence. The UFC is banned in several counties in the U.S, and is currently only available to consumers on TV via pay- per-view and on home video from Trimark.