Image Source: Eugene Powers / Shutterstock.com

Sports betting and gaming company Ballys Corporation announced a strategic partnership with Oscar de la Hoya KO entertainment, a subsidiary of the elite boxing promotion company Golden Boy Promotions Inc.

The relationship, according to Bally’s, aims to “incorporate unparalleled innovation, objectivity and gamification into martial arts, thereby transforming fan engagement”.

The initiative was officially unveiled this week when the two parties piloted a. radiated Oscar de la Hoyas KO Entertainment presents Ballys Fight Night – a reinterpretation of the presentation of the sports boxing and MMA and the first development in the 2.0 gamification of martial arts.

The event included five professional MMA and four professional boxing competitions shown in a video game presentation. With the help of sensors and a specially designed data tracking dashboard, a large number of objective data points such as impact force and thrown and landed stroke combinations were recorded in real time.

Through the use of sports science, data was conveyed in an on-screen power bar, similar to what is found in video games, summarizing the total damage a fighter has absorbed. Bally’s and KO Entertainment claim that by collecting, analyzing, and incorporating this data into future broadcasts, they can create a more rewarding and safer experience for fighters while increasing transparency.

To further improve the gamification of martial arts and the viewing experience, Bally’s intends to integrate Monkey knife fight, its daily fantasy sports platform, in live broadcasts.

Soo Kim, Chairman of the Board of Directors of Bally’s Corporation, said, “This partnership represents an exceptional opportunity to bring together experts in the gaming, media and martial arts to breathe new life into boxing and mixed martial arts.

“By integrating our innovative technology and interactive gaming platforms into martial arts, we will open up new and transformative ways for audiences to connect with our live broadcasts.”

Oscar de la hoya, Chairman and CEO of Golden Boy Promotions, commented, “We have the utmost respect for the history and tradition of boxing and mixed martial arts. By partnering with Bally’s and working on developing this innovative product, we believe we can deliver real-time, data-driven insights into the punch-by-punch action, creating an unprecedented level of transparency and objectivity.

“We will also provide an experience that is easier to understand for the average viewer and at the same time more rewarding and safer for fighters.”