Phygital International and HURA have signed a three-year strategic agreement to accelerate innovation in tech-driven sport and bring ultra-immersive racing experiences to global audiences.
The partnership will focus on building a cutting-edge phygital competition platform that merges real-world racing environments with high-fidelity digital interfaces. Together, Phygital International and HURA will also explore opportunities across event co-development, community engagement, and education—aiming to inspire the next generation of phygital athletes and fans.
HURA is pioneering a unique blend of remote-controlled car racing and immersive simulation technology. Its competitions combine physical racetracks with digital driving systems to create a seamless, next-level sport experience. The collaboration will support the growth of this emerging format, helping to shape a future where physical skill, precision control, and digital strategy converge.
As part of the collaboration launch, HURA took part in the 2025 World Phygital Summit in Dubai. Daniel Liu, the founder of HURA Racing, joined a high-level panel discussion on “Next-Gen Sports: The Power of the Phygital Era,” where he shared how HURA’s racing systems can be adapted for public arenas, competitive leagues, and Games of the Future integration. HURA was also featured in the event’s expert innovation showcase, drawing strong interest from tech leaders and sport federations alike.
This agreement reflects Phygital International’s ongoing commitment to fostering partnerships that expand access, push innovation, and redefine what’s possible in phygital competition.
Competitions Director at Phygital International, Vladislav Ershov, said, “HURA’s deep application of ultra-immersive reality restoration technology in phygital racing demonstrates visionary technical strength and outstanding innovation in experience design.”
Xie Tian, CEO of HURA, stated, “We look forward to working alongside Phygital International to accelerate the growth of this emerging field and deliver an unprecedented, ultra-immersive competitive experience to global users.”
By combining HURA’s breakthrough next-gen simulation technology with Phygital International’s global platform, both parties are setting the stage for a new era in competitive racing—one that’s immersive, inclusive, and made for the future.
