Welcome to the Phygital Insights, where the world of Phygital International comes to life. Stories, and insights from the heart of the action.
Exclusive insights, interviews, and behind-the-scenes access to the world of phygital.
Phygital Insights
“Traditional sports aren’t moving quickly enough”
Alibaba Cloud, the largest cloud computing company in the Asia Pacific, has just signed a multi-year deal to sponsor Games of the Future (GOTF). Recently, it also provided the cloud infrastructure for GOTF 2026 in Astana, supporting its digital platforms. From next year it will also manage the global distribution…
Building a new broadcast model for phygital sport
Behind Games of the Future 2026 was a broadcast operation built from the ground up – reaching 150+ countries through 289 distribution outlets. Here’s how it became the new broadcast model for phygital sport.
New CEO Daniel Merkley sets out his vision for the Games of the Future
New Phygital International CEO Daniel Merkley has revealed his plans for the Games of the Future and the phygital movement – a three-year host city pipeline, a new benchmark for the Games of the Future experience, and a new focus on the West.
Why Publishers Come to Us Last – and Leave Wanting More
William Al-Badeesh is Phygital International’s point man when it comes to building and nurturing partnerships with gaming publishers. Here he talks about how trust is vital – and why he never delivers the same pitch twice.
Phygital Racing – HURA delivers a Grand Prix experience for all
Last year, PI and HURA agreed to work together to develop a new platform that would allow people of all ages and abilities to enjoy the thrills of immersive Grand Prix-style racing. HURA’s co-founder explains all.
What to expect from GOTF 2026 in Astana
From 29 July to 9 August 2026, Astana — Kazakhstan’s gleaming, futuristic capital on the Central Asian steppe — will host the Games of the Future 2026.
“We had famous Brazilian footballers secretly taking part in our phygital tournaments”
Brazil wants to host the Games of the Future in 2027. Moacyr Alves, CEO of Phygital Brazi, outlines the strategy behind the bid, and why he believes now is the moment for his country.
“Phygital delivers the young audiences that brands are desperate to reach”
Spencer Field is the new commercial director at Phygital International, bringing with him three decades of commercial experience including stints at Opta, the NBA, News International, and Watford FC. We asked him about his plans and ambitions for his latest role.
“Astana is ready to show the world what it’s made of”
Kazakhstan’s capital is gearing up to host the Games of the Future this August. Alibek Khasenov, the head of Astana’s organizing authority, explains how the city is going to create a complete visitor experience. In this article How preparations are currently going for Astana 2026 How phygital sports are taking…
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