If a marketer doesn't have the coveted and lucrative UFC license for a video game, what's the best way to draw attention to a new title? Go global. That's the approach, anyway, taken by EA Sports and its agency, Heat in San Francisco. Using bits of judo from Japan, jiu-jitsu from Brazil, Muay Thai kickboxing from Thailand and boxing from the U.S., the game maker will try to draw grappling fans to the generic-sounding EA Sports MMA. (Mixed martial arts is a mashup of all those fighting styles.) The campaign launches in two weeks with TV and online in Europe and the U.S. on channels like ESPN, Spike and TNT. There's also branded entertainment called "The Sherdog MMA Fighter Exchange," which pits four young fighters in bouts that will stream online; fans can also watch behind-the-scenes action and international training via a partnership between EA Sports, Web site Sherdog.com and the Strikeforce fighting league.