Games of the Future 2026 secures global streaming and broadcast distribution

The 'phygital' format represents an aggressive attempt to bridge the gap between traditional sports broadcasting and the creator-led economy. By providing creators with 'ready-made' assets rather than relying solely on rights enforcement, Phygital International is institutionalizing co-streaming as a primary reach vehicle. This hybrid model provides a blueprint for niche or emerging sports to bypass high-cost gatekeepers while building a direct-to-consumer data asset through the Phygital+ platform. Industry observers should monitor if this decentralized distribution maintains high ARPU or if it fragments the ad-supported revenue potential. Watch the conversion rate from community-led streams to Phygital+ registered users following the Astana event.

The expansion of the Games of the Future occurs as the 'phygital' movement—combining physical athleticism with digital gaming—attempts to formalize its global governance. In July 2025, officials from Kazakhstan and Phygital International confirmed Astana as the 2026 host city, following a competitive bidding process that saw interest from nine countries, according to the official World Phygital Community (WPC). This followed the appointment of Dan Merkley as CEO of Phygital International in July 2026, succeeding Nis Hatt to lead the organization’s long-term strategic scaling. Per PRNewswire in December 2025, the organization has already established a $10 million prize fund for its events to attract top-tier esports talent.

This growth coincides with significant friction in the official Olympic esports efforts. Per the International Olympic Committee (IOC) in October 2025, the IOC ended its high-profile partnership with the Saudi Arabian Olympic Committee and the Esports World Cup Foundation to host the inaugural Olympic Esports Games. Although the IOC initially aimed for a 2025 launch in Riyadh, the project was delayed to 2027 as the committee moved toward a 'Pause and Reflect' period to reassess its partnership models. This leaves a market opening for independent promoters like Phygital International to capture the hybrid sports audience while the IOC internalizes its approach to digital intellectual property.

Preparations for the 2026 Astana games include specialized venues such as the Barys Arena and the 'Qazaqstan' Athletics Sports Complex. Per official organizers in March 2026, the event will feature 13 disciplines, including phygital football, basketball, and drone racing. The World Phygital Community has grown to encompass members from 115 countries as of late 2025, signaling a decentralized but highly organized alternative to traditional international sport federations that have traditionally been slow to adopt gaming integrations.