Lucra and FoodFight Partnership
Partnership aims to enhance and proliferate competitive entertainment experiences for bar and restaurant patrons across the U.S.
NEW YORK, NY, March 6, 2025 (EZ Newswire) -- Lucra, the leading provider of social gamification technology, and FoodFight, an innovative platform connecting sports fans with their favorite restaurants and food & beverage (F&B) brands, today announced a partnership that will enhance and proliferate competitive entertainment experiences for bar and restaurant patrons across the United States.
Traditional sports bars face challenges with customer retention and spend, particularly during slower games or blowouts when engagement wanes. Lucra's proprietary gamification software will be seamlessly integrated into FoodFight's mobile application, enabling users to digitally connect and compete through friendly wagers on live sports and in-venue games like pool, darts, and ping pong. Using Lucra's white label technology, users can challenge others to competitions using food and beverages as currency instead of cash, embodying FoodFight's motto “Losers Pay, Winners Eat!" model. This digital experience will be embedded directly within FoodFight's iOS app, with web functionality planned for future rollout.
This partnership strengthens Lucra's presence in the hospitality sector, which represents one of the company's key target verticals for 2025, while providing FoodFight with sophisticated backend technology to power their existing platform.
“What excites me most about this partnership is our aligned vision of the gaming ecosystem," said Dylan Robbins, founder and CEO at Lucra. “We're both focused on the casual fan, and we both understand that not everybody wants to challenge each other for money. Sometimes they want to play for a burger or beverage, which is FoodFight's core mission and something Lucra's technology can seamlessly facilitate."
The partnership will launch in phases, with beta testing planned for this summer in select locations, followed by a full launch ahead of the upcoming football season. The integration will be available in the 44 states where Lucra operates its real money recreational games product and all 49 states where its free-to-play sports offerings are available.
“By partnering with Lucra, FoodFight now has sophisticated backend infrastructure to power critical functions like banking, payments, KYC compliance, geolocation, and fraud prevention," said Troy Lenihan, CRO and co-founder at FoodFight. “This technology layer takes our platform to the next level from an infrastructure standpoint, while making the experience more seamless for our customers and partners."
For FoodFight and its network of bar and restaurant partners, the partnership delivers several key benefits:
Enhanced customer experience: Digital challenges that are built with confidence and trust in mind creates a more engaging and frictionless experience.
Extended visits: Features like rematches and double-or-nothing increase average visit duration
Increased consumer spending: More engagement leads to higher food and beverage sales at partner establishments.
Digital wallet functionality: Lucra's technology enables a "FoodFight wallet" where users can win at one venue and spend at another.
The partnership is another milestone in Lucra's continued expansion into the hospitality sector and represents a significant advancement in modernising the traditional sports bar experience. By digitising the age-old practice of friendly wagers over drinks and food, the collaboration creates a more engaging, trackable ecosystem that meets the expectations of today's digitally-native consumers while helping venues and brands boost customer retention and increasing revenue.
About Lucra:
Lucra is the leading technology provider of social gamification services. Its aim is to bring offline competitions online, and to create a safe, trustworthy, and trackable experience for consumers and clients. Delivered via a white-label, native Software Development Kit (SDK), clients are able to embed Lucra’s gamification engine directly into their mobile app or website. The technology facilitates low-to-no stakes competitions for cash, credit, or coupons to create a gamified loyalty experience for customers. Lucra helps to keep the fun & funds inside of its partners’ ecosystems, allowing clients to drive incremental traffic, increase dwell time, and unlock new revenue streams. For more information, visit lucrasports.com.
About FoodFight:
FoodFight connects hungry sports fans with their favorite restaurants and brands through an innovative social competition platform. The company allows fans to compete via live sports picks & contests using food & beverages as currency instead of cash, creating their signature "Losers Pay, Winners Eat!" experience. FoodFight delivers measurable results by adding a gamification layer to their restaurant & venue partners’ entertainment stacks—increasing on-premise dwell time and spend, boosting takeout orders for at-home viewers—and providing food & beverage brands with direct access to high-intent sports consumers. By connecting the social passions for sports with the joy of dining, FoodFight delivers value across the entire hospitality ecosystem. For more information, visit www.getfoodfight.com.
Media Contact:
Michael Madding
michael@lucrasports.com
