XARM, from the mind of UFC founder Art Davie, was the next evolution of MMA fighting made specifically to fit the small screen.
Chained to a cocktail table-sized arm wrestling pad, XARM made a :60s round a pummeling, close-combat blood bath.
I was brought onboard to take the XARM IP and evolve it into the 21st century.
We chose to take a racially different tack on pay per view by choosing to own the distribution channel through the launch of a mobile game. With XARM FU, the game, you were served videos which would help your chosen fighter, Fantasy Sports style, as well as use the game as your access point to watch broadcasted live fights.
The game was downloaded by 250K new users in 90 days and since launch we have over 1.5M XARM-FU game players on iOS and Android worldwide.
XARM-FU iOS was in the top 5 in iTunes for 90 days and scored a 4 out of 5 on the Android App store.
The XARM concept scored a $500K investment from Machinima and another $500K from TV development company, Endemol.
Creative, Digital, Games, Marketing, Product