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FoodFight and Lucra Partner to Enhance Competitive Entertainment in Bars

Gamification

Business Honor
06 March, 2025

FoodFight and Lucra’s partnership offers gamified sports betting with food and drinks as rewards.

Food Fight, a new platform that connects sports fans with the restaurants and food and beverage (F&B) brands of their choice, and Lucra, the leading provider of social gamification technology, today announced a partnership that will improve and broaden competitive entertainment experiences for customers of bars and restaurants across the country.

Conventional sports bars struggle to keep customers and increase spending, especially during slower games or blowouts when support declines. Through friendly bets on live sports and in-venue activities like pool, darts, and ping pong, users will be able to connect and compete virtually thanks to Lucra's patented gamification engine, which will be seamlessly incorporated into FoodFight's mobile application.

In keeping with FoodFight's tagline, "Losers Pay, Winners Eat!" customers can use Lucra's white label technology to challenge others to competitions by utilizing food and drinks as payment instead of cash. FoodFight's iOS app will incorporate this digital experience directly, and web features will be added later.

This collaboration gives FoodFight access to advanced backend technology to support their current platform while bolstering Lucra's position in the hotel industry, one of the company's primary target verticals for 2025.

The partnership will begin in stages, with a complete launch scheduled for the 2018 football season after beta testing in a few sites this summer. The integration will be accessible in all 49 states where Lucra offers free-to-play sports and in the 44 states where it operates its real money recreational gaming product.

Troy Lenihan, the CRO and co-founder of FoodFight, stated that by partnering with Lucra, FoodFight now benefits from advanced backend infrastructure to support essential functions such as banking, payments, KYC compliance, geolocation, and fraud prevention. He emphasized that this technology upgrade enhances the platform's infrastructure and creates a smoother experience for both customers and partners.