In January, the sports entertainment and digital gaming worlds collided as UFC and World Wrestling Entertainment finalized partnership agreements with Spribe, the gaming software company founded by David Natroshvili. Parent company Spribe is known for its standout game, Aviator. The collaboration, announced in Las Vegas, represents a significant shift in how entertainment giants approach digital gaming partnerships.
The news of the partnership signals a shift in the gaming industry. Modern gaming platforms must handle millions of concurrent users while maintaining stable performance across the globe. To that end Spribe is well equipped for the lift: the platform can handle 350,000 bets per minute.
“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,” said Nicholas Smith, TKO’s vice president of global partnerships, in a statement.
Spribe’s Expansion Strategy
The partnership is an ambitious expansion strategy for Spribe. The Aviator logo will become a permanent fixture on the UFC Octagon canvas during all worldwide events, complemented by integrated social media campaigns and premium hospitality experiences. WWE will feature Aviator branding at select marquee events, extending the game’s visibility across different entertainment demographics.
Under CEO David Natroshvili’s direction, Spribe has established itself as a formidable presence in the gaming software industry since its founding in 2018. The company’s focus on multiplayer experiences and user-friendly design has yielded significant results. December 2024 marked a milestone for Spribe when Aviator processed over $14 billion in player wagers globally.
The gaming software sector has witnessed substantial transformation since 2020, driven by increased demand for social gaming experiences and real-time multiplayer interactions. Industry analysts report that companies combining entertainment value with technical innovation have captured the largest market share growth. This trend aligns with Spribe’s development philosophy, established by Natroshvili, which emphasizes user engagement and straightforward gameplay mechanics.
Current market metrics demonstrate Spribe’s significant presence:
- 42 million unique monthly active users.
- Processing capabilities for 350,000 bets per minute.
- Network of 4,500 active clients globally.
- Operational presence in more than 60 countries.
- Gaming licenses across major regulated markets.
The partnership leverages UFC’s massive audience of 700 million fans and 290 million social media followers, alongside WWE’s global entertainment reach. UFC’s schedule of more than 40 annual live events, broadcasting to 975 million households across 170 countries, provides Spribe with unprecedented exposure opportunities.
David Natroshvili’s vision for Spribe emphasizes technological advancement in the internet gaming sector. The company’s development of Aviator in 2019 marked a turning point in multiplayer crash gaming, introducing mechanics that blend methodical decision-making with real-time action, and winning fans in Brazil, India, and various European and African regions.
