A unique running phygital game took place on the screen of the Moscow House of Books.

      October 7, 2025, 10:49 — Sports

      Last weekend in Moscow, on the huge screen of the House of Books, a unique phygital game "Run-up at 360" organized by TV channel 360 took place. Participants covered a distance of 360 meters on treadmills on the Arbat, while their virtual counterparts moved through landmark sites of the Moscow region.

      The avatars ran past the Government House, Malevich Park, the "New Jerusalem" museum and the Arkhangelskoye estate. The video on the media façade imitated an eight-bit 2D-style image. The total area of the playing field was 640 square meters.

      Winners were determined in three categories: the best man and woman were Maksim Vyachin (128.137 seconds) and Svetlana Vasina (171.155 seconds), and the fastest child was Viktoriya Veresk (187.022 seconds).

      The winners received cups from 360.ru and prizes — an annual pass to Sochi Park and a hotel stay voucher for two. All participants who completed the distance received commemorative medals.

      The editor-in-chief of TV channel 360, Alexey Koval, commented that the combination of the real world and the world of digital technologies allowed race participants to go beyond their home monitors, and the playing field became a huge media façade.

      The tournament, which combined real and virtual elements, became a Russian record as the "Video Game Tournament on the Largest Screen in Russia." It was recorded by Stanislav Konenko, founder and editor-in-chief of the Russian Book of Records.

      Recall that Nizhny Novgorod was the first in Russia to create a sports metaverse as part of the Phygital Games 2025.

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