- The SEG3 Report
- Posts
- Can you protect IP in an AI & UGC world?
Can you protect IP in an AI & UGC world?
& PGF announce 7-figure franchise sale
Joe Condon & Graham Robinson
June 10, 2025 • Estimated Reading Time: 10 minutes
Hey folks - Joe here - welcome to Edition #63 of The SEG3 Report, which comes to you off the back of an incredible day 1 of SEG3 London.
We’re going to be sharing some of the key takeaways of SEG3 London in next weeks instalment, but for today, we’ve got two incredible guest pieces from Graham Robinson on protecting and monetising your IP in an AI & UGC world, and some big news from today’s event…
Let’s dive in…
Contents: Edition #63
Can you protect IP in an AI & UGC world?
In today's digital world, individuals can produce professional-grade content like music, videos, and digital products faster and more easily than ever. Powered by AI tooling, content creators are no longer just fans. They are becoming part of the creative ecosystems surrounding major brands.
This rapid evolution is forcing a fundamental rethink. Traditional IP protection no longer works.
For decades, brands focused on enforcement, targeting counterfeiters and infringers on major platforms through slow, manual processes. Legal teams concentrated their efforts on the most damaging, high-exposure content, assuming that smaller infringements were insignificant. But the reality has shifted. The vast majority of IP interactions today are not malicious thefts. They are passionate fans creating, remixing, and expanding on the IP they love.
Historically, many brands chose to ignore this fan-driven activity unless it grew large enough to pose a direct threat. However, as AI tools supercharge the quality, scale, and speed of community-created content, ignoring these small infringements is no longer viable. What once seemed harmless now has the potential to scale rapidly, impacting brand reputation and IP value before a brand can react.
The approach must change. Brands must shift from protection to management. They must become stewards of their IP, focusing not just on stopping bad actors but also on embracing the creative energy of their communities.
At Yakoa, we have built an automated system that helps brands track how their IP is used online. Our technology provides visibility across platforms, enabling brands to move beyond reactive takedowns. In addition to protection, we empower brands to engage proactively through retroactive licensing, offering monetization pathways to creators who already build on branded IP. This turns potential conflicts into partnerships and unlocks new revenue streams.
Managing IP today means seeing the full picture. Brands must be able to distinguish between harmful infringements, such as counterfeit goods or reputational risks, and the creative work of engaged fans who could be powerful brand advocates. Automated systems allow brands to categorize these uses at scale, ensuring the right action is taken quickly and thoughtfully.
Why Now?
New infrastructure is emerging to support this shift.
Just last week, Roblox announced its License Manager and IP Catalog, giving brands the tools to pre-approve IP use and enabling creators to build experiences legally. Roblox is empowering fans by creating a scalable system where brands and creators both win.
Fortnite has also introduced royalty-based collaborations with LEGO atop its already-popular island creator toolkit, giving creators a direct financial stake in the success of the content they build. Protocols like Story are laying the foundation for open, blockchain-based IP licensing that will allow creators to innovate with confidence.
These developments highlight a clear trend. Communities want to create, and the brands that learn how to say yes thoughtfully and systematically will reap the benefits of deeper fan loyalty, broader reach, and new revenue opportunities.
At Yakoa
We are proud to be building the future of IP management. Our mission is to empower brands to monitor, monetize, and protect their assets in a way that respects creators and unlocks new value.
We believe the future of IP is not about litigation. It is about empowerment, turning what was once seen as infringement into a source of growth and community connection.
PGF expands to full pro season & inks 7-figure deal for franchise team
The Professional Grappling Federation (PGF), the world’s fastest-paced grappling league and a driving force in the evolution of modern Jiu-Jitsu, announced today the successful sale of one of its franchise teams in a seven-figure deal. The team, now officially named The New Hope Kings, has been acquired by New Hope Regeneration, a national leader in regenerative therapy and athletic recovery. The team is one of the league’s four founding franchises.
This landmark transaction marks PGF’s official entry into the professional sports franchise model – mirroring systems used in leagues like the NFL, NBA, and Formula 1 – where teams are independently owned and can appreciate in value over time.
“We are beyond excited. It’s a dream come true to make sports history by partnering with PGF and purchasing the world’s first professional Jiu-Jitsu franchise team…PGF is what grappling should be – it’s real for the athletes and built for the fans.”
The announcement comes on the heels of a breakout year for the PGF. Season 7 alone generated more than 11 million views across social media and broadcast platforms, fueled by the league’s cinematic storytelling, fast-paced rule set, and viral growth. PGF content is distributed globally through platforms like UFC Fight Pass, helping establish the league as one of the most-watched properties in the sport.
“I’ve spent over two decades building global brands and bands, taking them from ground zero to sold-out arenas, international recognition, and multi-platinum success…I know what it takes to make an impact while building something real – something that creates lasting relationships with fans. That’s exactly what we’re doing with the PGF. This league has all the structural pillars of a major sport: elite athletes, team rivalries, a full-season format. But more importantly, it has cultural momentum. For future team owners, this isn’t just a smart investment in the fastest-growing combat sport – it’s a chance to help build the next great sports league from the ground up.”
Heather Grace Gracie, co-owner and member of Jiu-Jitsu’s royal family – the Gracie Dynasty – adds:
“My family helped introduce Jiu-Jitsu to the world and created the UFC, which changed the course of martial arts forever. Now with the PGF we’re writing the next chapter. We’re building a true league – a structure that gives athletes real careers and fans a sport they can follow. I’m proud to carry my family’s legacy forward by helping take Jiu-Jitsu into its professional era.”
A New Era of Professional Jiu-Jitsu Season 8 will debut The Kings on the league’s biggest stage yet, beginning with the PGF Draft on June 25, followed by weekly matchups starting July 23, and culminating in a championship playoff on September 10.
The 2025 season introduces the league’s Full Season Format, replacing the former one-week tournament model. The new 12-week structure features team rosters, athlete contracts, rivalries, and long-form fan engagement – bringing structure and sustainability to professional grappling.
“This is more than a milestone. It’s a proof of concept…This sale shows that the PGF model is not just working – it’s scalable, commercially viable, and has the potential to change how the world views Jiu-Jitsu. The Kings are the first franchise. They won’t be the last.”
With multiple additional ownership conversations already underway, the PGF is accelerating toward its vision: a global professional Jiu-Jitsu league built on permanent teams, franchise economics, fantasy sports integration, and year-round digital content.
In other news this week…
SailGP launch real-time 3D tabletop racing with new AR technology: read here.
FIFA announces innovations upcoming for Club World Cup: read here.
LEGO & Netflix launch One Piece products: read here.
KATSEYE join Toca Boca World: read here.
NHL & Sony announce multi-year technology partnership: read here.
McLaren Racing launch Motion Simulator: read here.
Adidas launch IRL Minecraft merch: read here.
LIV Golf & Salesforce partner to enhance fan & player experiences: read here.
Developers can now keep 100% of the first $1 million in net revenue per product on Epic Games Store: read here.
Working on anything cool, or have a press release you would like us to cover? Send it in for the chance for it to be covered in next week’s edition!
That’s all for now folks - thanks again for reading the latest edition of The SEG3 Report and if you found it of interest, do consider sharing with a friend!