Next Level: A New Phygital Center Opens in Ivanovo
Ivanovo has launched a new-generation sports center where virtual battles seamlessly transition into physical competition. The project merges digital technology with real-world athletic performance, offering open access to hybrid sports for residents of all ages.
A Hybrid Arena Comes to Life
On February 18, 2026, a new phygital center opened at the Palace of Game Sports in Ivanovo. It is the 25th such facility in Russia and the 15th created with support from the Ministry of Sport under the state program Razvitie fizicheskoi kultury i sporta (Development of Physical Culture and Sport). The opening ceremony was attended by Ksenia Brazhnikova, Director of the Ivanovo Region Sports Department, and Anton Malyshev, Deputy Chairman of the Sports Infrastructure Committee of the Federatsiya phygital-sporta Rossii (Phygital Sports Federation of Russia).
The Ivanovo facility is the first in the region to be located within an existing major sports venue. It complements the previously opened hockey-focused phygital center Iskra l'da (Spark of Ice), situated in a former cinema building. With the new venue, residents now have access to a full spectrum of hybrid disciplines in one location.
When equipping the center, organizers prioritized domestic technological solutions. Software used to analyze results and calculate final scores was developed by Russian companies, and training management systems were adapted to meet national sports standards.
Where Gaming Meets Competition
Phygital sport integrates digital and physical contests into a unified format. An athlete or team first competes in a virtual stage, for example by playing a football or basketball simulator, and then moves to a real court for futsal or basketball.
Final rankings combine points earned in both formats – virtual and physical. This structure develops not only physical endurance but also reaction speed, strategic thinking, and coordination. Russia has officially registered nine phygital disciplines, including football and basketball duathlon formats, tactical shooting, and competitive programming.
A Space Designed for Everyone
The center is divided into themed zones. The gaming club features PlayStation 5 and Nintendo consoles equipped with current sports simulators. The PC arena includes high-performance gaming computers, including Counter-Strike in a virtual reality format. A separate area is dedicated to laser tag, outfitted with professional-grade equipment.
Adjacent to the digital zones are traditional sports courts for football, basketball, and volleyball, enabling participants to transition quickly between virtual and physical competition phases. For dance-based disciplines, the center has installed Just Dance, a format popular among younger audiences seeking active recreation.
Open Access and Inclusion
The facility is open to anyone, whether for independent training sessions, tournaments, or workshops. Organizers have also introduced a social initiative: free dance-game groups will be available for children from large families and for children of participants in the special military operation.
Access to the center broadens participation in phygital sport. Virtual stages allow individuals with disabilities to compete on equal terms, while physical stages can be adapted to accommodate specific needs.
The Future of Sport, Today
Phygital sport is expanding rapidly across Russia. Over the past three years, the network of centers has grown from a handful of pilot facilities to 25 venues nationwide. Further geographic expansion is planned, including into smaller cities.
The Ivanovo center is expected to host regional tournaments and train athletes for national-level competitions. In 2026, it plans to stage the Central Federal District Championship in phygital football and basketball duathlon. Technologies are already reshaping how sport is defined, making it more interactive, accessible, and engaging for a new generation.
