A UAE-based company specializing in collectibles authentication believes the Middle East is prepared for its own grading system and a new category: transforming digital videos and NFTs into exclusive physical collectible cards.
Hit Grading, the region’s pioneering AI and traditional card grading company, has partnered with short-form video platform Record.com to create high-quality physical cards connected to digital content. This innovation, the founders state, aims at the growing community of sports, anime, and pop culture enthusiasts in the Middle East and South Asia.
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Dr. Rashed Al Farooq, founder of Hit Grading, noted that this initiative addresses a market that sends approximately $300 million annually to the U.S. for grading services. “We realized we could do this locally. No one else is doing it,” he explained, emphasizing the company’s status as a “home-grown Emirati company” and a regional pioneer.
He explained that collectors are increasingly interested in “niche items” beyond traditional Pokémon and sports cards. The new partnership enables the production of “unique 1-of-1 cards” linked to videos, sometimes signed by the creators or athletes.
Record.com founder Anoir Houmou mentioned that converting videos into collectibles is part of the platform’s broader strategy to help creators monetize short-form content. “Owning the video now allows me to own the corresponding card,” he said. Blockchain technology ensures each card is a one-of-a-kind asset: “It’s a unique 1 of 1.”
He highlighted that the card market is a multi-billion-dollar global industry rooted in sports, and this new format applies that concept to digital-first creators.
Tackling grading delays collectors face
Dr. Al Farooq pointed out that the appeal lies in resolving a persistent regional issue: slow and expensive overseas grading. Sending cards to top U.S. graders can take “three to six months” and cost “around $100.” Hit Grading offers a 15-day return period—or same-day service for some in-person submissions—at a flat rate of “$10 to $15,” without value-based surcharges.
This solution eliminates the risks and uncertainties of international shipping for collectors in India, Pakistan, and nearby regions. Many already travel to the UAE to submit cards. “Imagine sending items to the U.S. and facing the possibility of loss or non-return,” he said. Instead, collectors can “fly here quickly, grade 100 cards, and relax on the return flight.”
He added that Hit Grading has processed “over 10,000 cards in the past four months,” driven by a demographic he describes as “a lot of ATAs”—enthusiasts deeply involved in anime, gaming, and niche pop culture.
Record.com expanding its digital reach
Houmou noted that Record.com attracted 8 million users last month, and the new partnership aligns with the platform’s main goal: enabling creators to earn from short videos, which traditionally yield limited revenue. “With Hit Grading, offering this service is a natural step,” he said. “It’s innovative—you can purchase a video and own the card.”
