Nizhny Novgorod was the first in Russia to create a sports metaverse.

      18 September 2025 14:29

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      Sport Nizhny Novgorod becomes the first in Russia to create a sports metaverse. The presentation of the virtual world "Sport Nizhny Novgorod" and its official release will take place on the evening of 18 September at the Nizhny Novgorod Fair as part of the opening ceremony of the Phygital Games 2025 (12+) and the Rally of the World Festival of Youth (12+).

      The "Sport Nizhny Novgorod" metaverse on the Roblox platform combines key city landmarks and sports facilities, making sport part of the gaming space familiar to children. Teenagers will be able to explore the virtual Kremlin and Strelka, and play football, basketball and hockey as players of local clubs on the city’s sports venues.

      The project's aim is to promote Nizhny Novgorod’s sports and tourism brand through a new channel of communication with the younger generation.

      Deputy Governor of the Nizhny Novgorod Region Oleg Berkovich emphasized that it is important to be where young people get their information — on social networks and online. According to him, the project provides another way to showcase Nizhny Novgorod and inspire young people to visit, while the virtual world allows users to learn about the city and support their favorite teams.

      Minister of Sports of the Nizhny Novgorod Region Dmitry Kabaylo noted that digital technologies are firmly entering everyday life and sport. The region is consistently digitalizing the field of physical culture and sports and developing the phygital movement. He believes it is important to speak to young people in channels familiar to them and to engage those passionate about digital sports in offline activities through gaming formats. He is confident that after visiting the virtual venues, many will want to try football, basketball and hockey in real arenas.

      General Director of the ANO "Center for Management and Development of Sports in the Nizhny Novgorod Region" Maksim Gafurov called sports clubs the "face" of the region and one of its key brands. He emphasized that Nizhny Novgorod has become the first region to create its own metaverse and that audiences across the country and beyond will be able to play for local teams and stroll around the city. In his view, talking about sport in a language young people understand in a digital environment can turn into real-life support.

      Players will be able to freely move around the virtual city and discover its landmark places and symbols. At the top are the Nizhny Novgorod Kremlin and the Chkalov Staircase, Alexandrovsky Garden with the "Rakuska" stage and a round streetball court with no counterpart in the country. At the bottom are the Nizhny Novgorod Fair and Strelka as an attraction point where history meets sport: the Alexander Nevsky Cathedral, the packhouses, the art object "Port Crane", an amphitheater bearing the inscription "Strelka", Sovcombank Arena and the new Ice Arena.

      While exploring the city users will find Nizhny Novgorod souvenirs — a Khokhloma spoon, a Gorodets gingerbread, Chkalov’s flight helmet and a photograph of a Nizhny Novgorod sunset. Virtual coins are awarded for each item. They can be exchanged for UGC featuring regional clubs — HC "Torpedo", FC "Pari NN", BC "Pari NN" — as well as for a "Nizhny 800" T-shirt with the city’s slogan "Everything’s for real here" and a backpack in the branding of the unified athletes’ uniform of the Nizhny Novgorod Region.

      More about the virtual world "Sport Nizhny Novgorod" at nnsportworld.ru. A series of themed matches featuring Nizhny Novgorod clubs is planned in support of the project.

      The project initiator is ANO "Center 800" with the participation of the Ministry of Sports of the Nizhny Novgorod Region and ANO "Center for Management and Development of Sports in the Nizhny Novgorod Region".

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