Russia to Open Next-Gen Phygital Centers for Hybrid Sports

New complexes will blend traditional training with high-tech digital competitions, creating a new format of athletic entertainment

Russia is pushing ahead with the development of phygital sports—a hybrid that merges physical activity with digital gameplay. By the end of 2025, the country will launch its first large-scale phygital centers in Novosibirsk and Yugra.

The Novosibirsk facility, located in the Kalininsky district, will cover over 1,000 square meters, with 82 million rubles allocated from the federal budget. It will feature smart arenas for phygital football, basketball, tennis, racing, and other disciplines where matches begin in a digital environment before transitioning to real-world play.

In Khanty-Mansi Autonomous Okrug (Yugra), another center is being prepared with a laser tag arena, drone racing track, esports equipment, and traditional sports zones for mini-football, streetball, and workout activities. Visitors will be able to join online tournaments, track scores through an app, and compete against players from other cities.

Phygital sports were officially recognized in Russia in 2023, and by 2030 the country plans to open more than 300 such centers nationwide.