SPRIBE founder David Natroshvili spoke to MightyTips about the partnership between Aviator and UFC

David Natroshvili

MightyQs continue to explore big sports partnerships in betting and iGaming. In the second instalment of our series, we turn to the UFC, just several days after Jon Jones defeated Stipe Miocic by TKO in a historic heavyweight title clash at the UFC 309 in Madison Square Garden.

SPRIBE, an acclaimed video game provider, and UFC, the world's biggest MMA promotion, announced a multi-year partnership in October 2023 securing rich promotion opportunities for SPRIBE's premier crash game brand, the Aviator. Top UFC stars such as Merab Dvalishvili, Johnny Walker, Alex Pereira, and Jully Poca support the brand's claim to greatness as its ambassadors.

We spoke to SPRIBE founder and CEO David Natroshvili about this partnership, its impact on the popularity of the Aviator, the Brazilian market, and his passion for the UFC.

MightyQs: Last October, SPRIBE announced becoming an official marketing partner of UFC. A year from then, how worthy a deal would you say it was?

David Natroshvili: We consider this partnership with the UFC to be highly successful and are enthusiastic about continuing it in future seasons. Our main goal was to enhance the visibility of the Aviator brand, especially in the Brazilian market and, more recently, in the US which we entered this year. The results have exceeded even our highest expectations. We've reached a wider audience, strengthened brand loyalty, and established a deeper presence in key markets. The partnership has proven to be an excellent investment, and we see great potential for further growth alongside the UFC.

Graphic about Merab Dvalishvili

MightyQs: A year ago, the Aviator was already the most-played crash game in the world. How did it grow over the last 12 months?

David Natroshvili: Aviator has continued its upward trajectory, showing impressive growth over the past year. Our player base has expanded from 12 million to over 42 million users, and the number of bets per minute has jumped from 150,000 to 350,000, reflecting the game's increasing popularity and engagement. This growth motivates us to invest more in enhancing the game and reaching new demographics to sustain this momentum.

MightyQs: What were the highlights of your cooperation with the UFC? What impressed you the most about the organisation? Both on business and personal levels.

David Natroshvili: Working with the UFC has been full of remarkable moments, but what stands out most is their professionalism and dedication to building value for their partners. On a business level, UFC has a strategic vision and organisational strength that places them ahead in the industry. Personally, we were impressed by their commitment to fostering long-term, mutually beneficial relationships. Their support for partners and genuine passion for the sport has made working with them both inspiring and rewarding.

Graphic about Johnny Walker

MightyQs: SPRIBE has Merab Dvalishvili, Johnny Walker, and Alex Pereira as the Aviator ambassadors. Why them? Did it help you to engage with various customer segments?

David Natroshvili: Choosing well-known fighters like Merab Dvalishvili, Johnny Walker, and Alex Pereira was a deliberate move to connect with diverse segments within our target audience. Each of these athletes has a unique style and a distinct fan following, allowing us to engage with a wide range of fans and players. Their involvement has strengthened our brand presence across different regions, resonating with fans and adding to Aviator's credibility and appeal.

The partnership with Alex Pereira was very important for us, as it was with him that a new era in SPRIBE began and we made the right choice in his favour when we conceived this collaboration.

MightyQs: Another Aviator ambassador is Jully Poca. Given that the vast majority of gamers are male, how important was it for you to bring in a female ambassador?

David Natroshvili: Bringing Jully Poca on board as an ambassador was an important step in broadening our audience. While most gamers are male, we see significant potential in reaching a more diverse audience, including female players. Jully Poca's popularity in Brazil, her vibrant personality, and her commitment to promoting inclusivity align well with our values. She brings diversity to our brand, making Aviator more appealing and accessible to a wider audience.

Graphic about Jully Poca

MightyQs: Talking about the personalities, did you have a chance to meet Dana White?

David Natroshvili: Unfortunately, we didn't have the opportunity to meet Dana White. We met with the top management team in Las Vegas, and it was an incredible experience. They shared valuable insights and future plans, making us feel more aligned and optimistic about what's ahead for our partnership.

MightyQs: Are you passionate about the UFC yourself?

David Natroshvili: Yes, I'm a huge fan of the UFC. My passion for the sport started years ago, watching the earliest fights and being captivated by the combination of strength, skill, and strategy. Fighters like Conor McGregor, Jon Jones and Anderson Silva inspired me not only with their techniques but also their sportsmanship and resilience. The respect I developed for these athletes has only grown, making it a privilege to now partner with the UFC.

MightyQs: What are your future plans regarding the partnership with UFC?

David Natroshvili: We plan to continue and strengthen our partnership with the UFC in the coming year, exploring even more potential for our brand. Beyond expanding our presence in existing markets, we are looking at new regions where UFC's popularity is growing. Together with UFC, we aim to reach ambitious new goals, bringing the Aviator experience to millions of fans worldwide.

Special thanks to the GameOn PR agency for facilitating this interview.

Eugene Ravdin

Eugene Ravdin

Review Author

Eugene Ravdin

Eugene Ravdin

Hey! I've been working for the official UEFA website for 18 years as a translator, reporter, editor, and language version editor in chief.