Endemol USA Partners With UFC Founder on Mobile Fighting Game

"XARM:FU" is a free game launched on the iPhone and based on Art Davie's XARM league that features a combination of arm wrestling, kickboxing and martial arts.

NEW YORK - Endemol USA has teamed with UFC founder Art Davie for a free mobile game based on his new sport XARM, a combination of arm wrestling, kickboxing and martial arts.

The game, which has launched without fanfare in mid-November for the iPhone and is expected to come to Android platforms soon, is called XARM:FU. It has already reached more than 100,000 users, according to the company.

Davie's XARM Inc., which he formed based on the idea for the new sport in 2008, is not only partnered with Endemol USA, the producer of Wipeout, Extreme Makeover: Home Edition, Big Brother and Fear Factor, but also SallyAnn Salsano’s 495 Productions (Jersey Shore, The Bachelor) for a planned reality TV show. 
“The minute we heard about this project, we knew we wanted to be involved with it," said Tina Hoover, vp social media & interactivity, Endemol USA. "This is the most innovative transmedia game we have seen, and we know it will electrify the mobile gaming world.”

“We are thrilled to be in business with Endemol USA in offering the XARM:FU game to our target audience of young male consumers," Davie said. "Our game will be the initial contact point for fans, ultimately leading to live events in 2012, as well as other XARM media properties."

XARM:FU uses real time, up-to-date stats based on real fights that dynamically alter the characteristics of each fighter in the game. It also integrates video into game play. For example, players watch real video of actual XARM fighters to unlock moves to use in any of the three one-minute rounds. Players are also able to watch actual XARM fights and predict who will win, allowing them to gain stat boosts when they predict correctly.

Endemol USA recently launched a social and mobile games unit. Its games include Facebook games based on the TV shows Extreme Makeover: Home Edition, Deal or No Deal and 1 vs. 100, as well as a Facebook game developed in partnership with Kobe Bryant, Kobe’s Basketball Academy.

Email: Georg.Szalai@thr.com

Twitter: @georgszalai