Dana White, president of the Ultimate Fighting Championship, made an appearance at EA's E3 press conference today to announce the partnership of the UFC with EA Sports. In his words: "Finally." One of the fastest growing sports today joining forces with the most popular sports games publisher should prove to be lucrative for both enitities and will hopefully bring gaming and UFC fans alike exciting annual releases.
THQ has had the UFC licensing rights since 2007 but amidst its current issues, it was a no-brainer for UFC to head over to EA Sports. Stay tuned for more to come on this, not-all-that-surprising, new marriage.
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