By Exec Edge Editorial Staff
SPRIBE—the iGaming software development upstart behind gaming sensation Aviator—has inked multiyear deals with UFC and WWE, a strategic power play poised to define brand visibility in the high-octane worlds of sports and entertainment. The partnerships signal ambitious global expansion plans for SPRIBE, as the six-year-old company continues to elevate its dominance as a B2B iGaming software leader.
SPRIBE’s executive leadership team, including SPRIBE founder and CEO David Natroshvili, met with UFC President Dana White and other TKO decisionmakers in Las Vegas this month to finalize the terms of the deals.
Under the new agreement with UFC, the Aviator logo will become a recurring fixture on the iconic Octagon canvas at every UFC event worldwide, amplified further by social media activations and premium hospitality tickets. In parallel, SPRIBE’s WWE partnership will see the Aviator brand prominently featured at select high-profile events.
Shared DNA in Dominance
SPRIBE was founded in 2018 with a mission to pioneer the next generation of iGaming with the most innovative technology offering for B2B partners, with a focus on cutting-edge software and impact-focused tools. Natroshvili, a serial entrepreneur from Tbilisi, Georgia, executed against a core strategy of prioritizing player engagement and simplicity in design to shape SPRIBE into a formidable player in the gaming space.
One of the company’s earliest innovations was Aviator, a game changer launched in 2019 that has since transformed SPRIBE’s outlook on how its approach to intuitive gaming could disrupt the its industry, Natroshvili has said in past interviews. Aviator has since emerged as one of the dominant forces in iGaming, specifically in the multiplayer crash game genre, where players race against time and probability to cash out before a virtual plane crashes. In December 2024 alone, Aviator players wagered more than $14 billion worldwide.
At its core, Aviator is deceptively simple. Players watch a multiplier curve rise, cashing out before the virtual plane crashes. Originating in the crypto casino space, the game’s appeal lies in its combination of strategy, adrenaline-pumping stakes, and instinctual appeal.
SPRIBE was among the pioneers who elevated this game format from niche to mainstream, since making the genre, and Aviator, in particular, a global sensation.
“Much like UFC and WWE, Aviator is a pioneer in its own industry, reshaping the iGaming landscape with innovative, immersive, and engaging consumer experiences,” said Nicholas Smith, Vice President of Global Partnerships for TKO. “Together, UFC and WWE provide brands with access to one of the most formidable marketing portfolios in sports, and we’re looking forward to working with SPRIBE to design custom integrations within our content that will help them reach millions more consumers around the world.”
While KPIs for such partnerships are notoriously hard to quantify, SPRIBE expects to see measurable upticks in brand awareness and product adoption, especially in the U.S., as well as Brazil – one of the largest global markets for mixed-martial arts – and India, where iGaming is seeing the greatest gains of any similar region. UFC and WWE collectively command a massive international audience, with millions tuning in for events and engaging with social content. While Aviator has seen success in markets like Brazil and India, the U.S. remains a key target for growth.
“This partnership isn’t about immediate ROI; it’s about long-term positioning,” Natroshvili said. “We want to further cement our leadership as a top software developer, as well as an entertainment-tech market leader capable of holding its own alongside global powerhouses like UFC and WWE.”
The sponsorship begins with logo placements and social media campaigns, but the deal also includes optionality for broader activations down the line, according to sources. Opportunities to integrate Aviator into exclusive UFC or WWE content; cross-promotion with UFC fighters and WWE Superstars; or co-branded campaigns remain possibilities.
“The relationships we have forged with UFC and WWE are meaningful building blocks in our roadmap to global expansion and market penetration,” Natroshvili said. “We look forward to building on this momentum to deliver maximum upside for our key stakeholders.”
‘The Sky Is The Limit’
Unlike competitors, SPRIBE operates as a B2B software developer, rather than as a direct-to-consumer betting platform. This distinction allows SPRIBE to position itself as a technology-first innovator rather than a traditional iGaming company. The company is licensed across most major markets globally, including licenses with MGA and UKGCC, lending a robust foundation for future growth plans, and over 42 million monthly active users globally.
To date, SPRIBE has inked strategic partnerships with industry leaders such as Monster Energy and PRIME Hydration. Under the TKO umbrella, UFC and WWE represent two of the largest professional sports and entertainment media companies in the world, making the new sponsorship deals a symbol of an inflection point to come for the company.
If executed well, this partnership could propel Aviator from a digital gaming sensation into a globally recognized brand, synonymous with the adrenaline-fueled energy of UFC events and WWE spectacles.
“The sky is the limit for Aviator, and this is just the beginning of the most exciting year yet for SPRIBE,” Natroshvili said.
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