NEW YORK, NY, October 6, 2026 (EZ Newswire) -- Lucra, the leading social competition platform, today announced a partnership with MFL, the fantasy game built around artists instead of athletes. MFL players will be able to compete for real money in private leagues and public tournaments powered by Lucra, where permitted by law, turning the group chat debate about music into a season worth winning.
MFL takes the fantasy format that sports fans already love and runs it on the data that the music industry already produces. Players draft a roster of artists who earn points from real-world activity and scores post overnight. Players wake up to the results and set their lineup for the next day. New releases, tour dates, and more impact scores dramatically, rewarding the fans who spot the right artist at the right time.
Under the partnership, Lucra's SDK powers the real-money layer inside MFL, giving every roster something to play for. Friends will be able to compete for cash in their own private leagues, and players looking for a bigger field can enter public tournaments for cash prizes. Free-to-play leagues will remain open to everyone, and Lucra-powered achievements will let every player unlock discounts and rewards. Lucra handles compliance, payments, fraud prevention, and settlement.
"Every league is better when it's playing for something. MFL gives music fans a scoreboard, and Lucra puts real money behind it, so a Tuesday streaming number or a surprise drop can decide who wins a game. Fantasy built around artists is a completely new format, and Alex and his team know this industry from the inside," said Dylan Robbins, CEO of Lucra.
"At Apple and Amazon, we built systems to amplify the music industry's daily and weekly activity. Now with AI, the data generated by that activity can power a fantasy game, and a new way for fans to engage. Add in real-money leagues and it gives fans one more reason to check in every day. Lucra, as a proven winning platform for payment and compliance infrastructure, is a perfect partner for us in this journey," said Alex Luke, CEO of MFL.
Lucra will be live inside MFL from day one, with real-money leagues and tournaments available at the app’s public launch. Fans can sign up for early access at joinmfl.com.
About Lucra
Lucra powers competitive loyalty through a plug-and-play SDK, which integrates into apps or websites and enables tournaments, mini-games, and peer-vs-peer competitions, with real-money or rewards. It handles compliance, payments, fraud prevention, and settlement out of the box, so partners can instantly offer gamified experiences without building or managing complex infrastructure themselves. Top entertainment, hospitality, and consumer brands, including Five Iron Golf, Backyard Sports, ChessKings, TouchTunes, and more, use Lucra's white-label technology to power tournaments and challenges, build loyalty, and drive new revenue. Learn more at playlucra.com.
About MFL
MFL is fantasy sports for music. Built on the real-world data the music industry already produces, MFL lets fans draft a roster of artists, compete in head-to-head leagues, and earn daily scores based on how those artists actually perform. MFL was founded by CEO Alex Luke, a music and technology executive who helped shape the modern music business through leadership roles at Apple Music, Amazon Music, Capitol Records, Napster and SiriusXM. He is joined by co-founders Gregory Butler, who leads operations, and David Jarrett, who leads technology. For more information, visit joinmfl.com.
Disclaimer
Real-money leagues and cash tournaments offered via Lucra's integration within MFL are subject to local laws and regulations. Must be 18 years of age or older (19+ or 21+ in select jurisdictions) and physically located in an eligible state or territory to participate in cash contests. Void where prohibited by law. Real-money participation involves financial risk; play responsibly. Free-to-play options are available to all users.
This press release contains forward-looking statements concerning planned product features, software integrations, and launch timelines for Lucra and MFL. These statements are based on current expectations and involve risks and uncertainties that could cause actual results or availability to differ materially. Neither party undertakes any obligation to update these statements after the date of release.
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SOURCE: Lucra
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