UFC launched a fully Japanese version of Fight Pass, its OTT subscription service that offers live fights, original programming, and other martial arts content. The service will feature live Japanese commentary on fights, a fully Japanese interface, and a growing library of localized content. Live Japanese coverage will begin with Saturday’s UFC Fight Night in Abu Dhabi, but fans can subscribe immediately. UFC will offer two subscription packages: a monthly package for 2,799 yen ($26) and an annual one for 26,899 yen ($250). It is the MMA promotion’s first local-language version of Fight Pass in Asia and its second overall, after Russian. "We’ve had huge success with the Russian version of fight pass and that was a proof of concept of sorts," UFC Asia Senior VP Kevin Chang said. "Now we’re going to branch out."
Chang said launching Fight Pass in Japan was a "natural progression" because of the country’s MMA tradition and strong interest in UFC. He said UFC plans to offer content that "hardcore MMA fans can really enjoy and latch onto," but also programming that "opens it up to a much more casual audience" in Japan. UFC will continue to offer some free content in Japan via streaming and social media, but will do so with the intent of driving Japanese fans to Fight Pass. "We put a healthy amount in front of that paywall to draw more awareness of Fight Pass and all it has to offer," Chang said. "It’s about creating that local relevance." Chang said Japan will serve as a test case for Fight Pass in Asia. "Japan is the right place for us to start but by no means the end," he added.
