Likee becomes a partner of the 'Games of the Future' to promote phygital sports in Russia

The social network Likee announces its media partnership with the international multi-sport tournament 'Games of the Future', taking place in Kazan. The Games of the Future is an international tournament of a new format, consisting of a series of competitions at the intersection of cyber and classic sports. 270 teams from over 100 countries will gather in Kazan to compete for the main trophy of the Games and a significant prize fund.

As part of the partnership, Likee aims to promote the phygital format among social network users, facilitating the synchronization of the digital and physical realities of modern youth. From February 19 to March 3, broadcasts of competitions in 20+ sports disciplines will take place on the official accounts @GoFutureGames on Likee: phygital football, phygital basketball, phygital hockey, phygital skateboarding, and other innovative disciplines.

To attract viewers, Likee is launching a campaign on social networks during the 'Robot Battle', which will take place at the Kazan Circus from February 24 to 26. Users are invited to publish themed videos with the hashtag #GamesOfTheFuture - the authors of the ten videos that gain the most likes will receive a reward of 1000 rubles.

Igor Stolyarov, head of the 'Games of the Future' project: “We are convinced that phygital is the future for our youth, providing the opportunity to be healthy and successful in the new digital era. Partnership with the popular social network Likee will help us achieve our ambitious plans for the development of digital sports and attract a new audience to our tournament.”

Dmitry Shcherbinin, official representative of Likee in Russia: “Sports and games are two important pillars of the Likee content ecosystem. The phygital concept offered to us by the 'Games of the Future' tournament successfully combines these two areas. We are happy to collaborate and are ready to jointly promote the new project among the younger generation and contribute to improving their physical and mental health.”

Likee is a platform for creating and sharing short videos worldwide with live streaming capabilities. The Likee app, launched in 2017, operates in over 180 countries, and more than 100 million users worldwide choose Likee for entertainment, self-expression, and finding friends. Likee is a popular social network in Russia, with millions of subscribers who demonstrate high loyalty and actively develop on the platform.