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Various aspects effect a match rating. Popularity of a fighter, the winning streak, title on the line. All these effect how the match will be perceived by the audience. If you are a smaller MMA company like SIGMA for example, it will be more challenging initially as these things take time. I suggest that you keep plugging away at it. There is a learning curve in knowing how to book a good event with popular fights. Keep testing different things and you will get the hang of it. Hope I helped.
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I believe what london said affect the overall rating for the show; not the individual fight rating.

 

What I think affect a particular fight rating is the style and quality of the fighters. I think one fighter destroying a weaker one in under a minute will usually get a fantastic rating while a 3-round match decided by the judges will usually get a poor/decent rating...

 

In fact very often a title match between my two best guys will get a poor/decent fight rating but excellent/fantastic overall card rating.

 

On the other hand, my two best guys in seperate fights destroying two weaker guys will get two excellent/fantastic fight rating but poor/decent overall card rating.

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I partially agree with Weinberg.

 

Any match which ends quickly will usually get a great/fantastic match rating, so if one of your top guys is mauling a can, or even one unknown subbing another in 30 seconds, then the match will be entertaining.

 

Conversely, two well matched, skilled and popular guys going for lay n pray, will come out as an awful match.

 

However, an all-action match that goes to a decision will get a decent rating.

 

As a rule I ignore the fight ratings entirely, as it's name value that gets PPV buys and only rarely will title matches get a very good rating, unless on guy proves to be out of his depth (which I'll admit, in retrospect happens quite a lot in my promotion - I have some very entrenched champions...)

 

Perhaps a guideline for booking cards should be -

Main events, pit the biggest name value fighters you can against each other, title matches and undefeated streaks add to the buy rate.

 

Rest of Main Card: Place guys on the up, with a winning streak against guys with a few losses who seem to be 'losing it' - call them 'gatekeeper' matches. You'll soon see the guys who are meant to be main event contenders getting some 'excellent' rated squashes in and adding a W to their record. However, if some guys end up being taken to decision by the gatekeepers, or even lose, then it's back to the prelims for you...

 

Preliminary card: For rookies and anyone with a regional level name value.

I tend to give rookies their first few matches against guys in their 30s who have a losing streak, then they get sorted into Can Rookies and Win rookies.

Can rookies basically exist to put other guys over, just the like the Can Veterans.

Rookies who string a few wins together get to stay fighting cans until their popularity or a ridicuous win streak eventually wins them a shot on the main card.

 

This should maintain a good balance between buy rates and high match ratings, also allowing you an almost pro-wrestling level of control over your fighters' pushes, at least until they are in the main event, by which point it doesn't matter.

 

Of course, sometimes your carefully built 15-0 streak gets ruined by a total can, but thats the joy of MMA, no?

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