UFC Undisputed 2010

James Batchelor

UFC Undisputed 2010

UFC 2009 was a surprise hit at retail last year, taking the Chart-Track All Formats No.1 ahead of Pokémon Platinum, and has shipped more than 3.5m copies since release.

Now THQ aims to expand on the success of last year’s best-selling fighting game with its new follow-up, UFC Undisputed 2010.

“UFC 2009 was the UK’s best selling fighting game last year and this was achieved, for all intents and purposes, as a new IP from a standing start,” says THQ’s product marketing manager Mark Fisher.

“We fully anticipate UFC 2010 to surpass the success of last year’s title.

“There is an increased fan base since the launch of UFC 2009 and a significant proportion of our spend is focused on broadening awareness.”


UFC 2010 features a barrage of new fighters, modes and moves to excite fans and newcomers. Over 100 real-life fighters make their way into the game, as well as the sport’s commentary team, Octagon girls, referees and trainers.

There’s the option for gamers to take their fighter on a single-player career, play online or with a friend in a one-on-one match.

Players will even be able to ‘play as the spoiler’ – a fighter who lost a match in real life, and re-write history in the video game.

THQ is keen to stress the level of detail in UFC 2010, which closely mimics the real-life sport. Reigning UFC Lightweight Champion BJ ‘The Prodigy’ Penn has helped the publisher add a variety of new moves.

Ultimate Fighting Championship itself has also become a highly popular sport in the UK over the past few years.
Fisher adds: “UFC is the fastest-growing sport globally, in particular in the UK which is showing three-digit growth year-on-year.

“UFC 2010 will redefine consumer expectations for fighting genre titles.

“With this phenomenal level of growth in the sport and the solid platform we are building upon with UFC 2009, we are confident that UFC Undisputed 2010 will maintain the franchise’s position as the UK’s best-selling fighter and continue to expand upon its solid fan base.”

THQ is confident the game will appeal to fans of UFC and fighting game players, and early research suggests the game will sell well at retail.

“Initial activity shows significant uplift on pre-orders to what we achieved at this stage in the campaign for UFC 2009, so early indication is that we are on track to exceed the results we achieved last year,” Fisher adds.

UFC Undisputed 2010 is released on Xbox 360, PS3 and PSP on May 28th.


THQ is using a range of media to promote UFC 2010.

THQ’s product marketing manager Mark Fisher said: “The campaign for UFC Undisputed 2010 will focus on further establishing the franchise as the leading fighter in the UK, while also expanding its core appeal amongst hardcore and mainstream fighting genre fans.”

Launch build-up
A heavyweight TV campaign will be accompanied with radio, print and online activity targeting 16-34 year old males.

Fighting focus
Advertising will aim to attract fighting gamers, sport fans and followers of UFC with a variety of strategic game elements: Ultimate Combat System, Immersive Sports Experience and As Real As It Gets.

Fan power
THQ has recruited fans of UFC and UFC 2009 as brand ambassadors for the new game, building a community online and through multiple PR channels.

Knockout sales
UFC 2010 will be featured in a range of popular shopping centres nationwide, the Sky Pub network and telephone boxes to maximise pre-orders and day one sales.


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