ASTANA — Phygital sport’s future will depend on building lasting local ecosystems, developing a new generation of athletes skilled in both physical and digital competition, and establishing itself as a distinct international sporting movement, Phygital International CEO Daniel Merkley said in an exclusive interview with The Astana Times.
Dan Merkley – CEO of Phygital International. Photo credit: GOTF 2026 press office The Games of the Future 2026 powered by Samruk Kazyna (GOTF 2026) concluded in Astana on Aug. 9 after 12 days of competition across eight disciplines. With the event over, attention is turning to what comes next for phygital sport and how it can develop beyond major international tournaments.
Drawing on more than 20 years of experience working on Olympic and Paralympic events, Merkley said phygital sport has much to learn from established sporting institutions, particularly in governance, athlete-centered development and trust. “One of the greatest lessons from the Olympic and Paralympic Movement is that lasting success comes from strong governance, clear values and a commitment to serving athletes first.
Major sporting movements are built over decades through trust, consistency and collaboration, and those principles are just as relevant for phygital sport,” said Merkley. Phygital Football UFL Presented by Samruk Kazyna champions – NS Team. Photo credit: GOTF 2026 press office “At the same time, we should not assume that because something has always been done a certain way, it is the right approach for a new generation,” he added.
For Merkley, strong governance – the rules, decision-making and accountability behind how a sport is organized – will be essential to building international credibility. However, he emphasized that the emerging movement should not simply reproduce the structures of traditional sport.
“Rather than asking young people to adapt to traditional sport, we can meet them where they already are. That means embracing technology, creating more engaging experiences for athletes and fans, and building a model that reflects how younger generations participate, compete and consume sport today,” said Merkley.
“Ultimately, our goal is not to replace traditional sport. It is to create something complementary that learns from its strengths while being confident enough to evolve in its own direction,” he said. Astana’s legacy will be measured in years According to Merkley, the most meaningful outcome for Kazakhstan will not be found in final scores, viewing figures or the scale of the event itself.