The phygital movement is gaining momentum in Africa, and Mali is rapidly establishing itself as one of the region’s most ambitious emerging ecosystems. Thanks to the efforts of the Association for the Promotion of Esports Culture (AMPCE), a WPC member in Mali, and its growing community of athletes, organizers, and creators, the country has transformed phygital sport from an innovative concept into a nationally recognized competitive platform. Over the past season, AMPCE has made significant progress, with clubs and athletes qualifying for the Phygital Contenders in Phygital Football, Phygital Basketball, and Phygital Dancing, in preparation for the 2026 Future Games in Astana. Mamadou Lamine Diarra, CEO of AMPCE, reflects on the development of phygital sports in Mali and the rapid progress made by the national ecosystem over the past season. Diarra and his team have worked tirelessly to establish a high-performing phygital structure in the country, a fact recognized by the recent WPC Incentive Program rankings, where AMPCE earned 281 points and achieved Gold Member status, highlighting the scope of activities and development accomplished over the past year. From grassroots tournaments and awareness programs to the creation of integrated national championships, AMPCE has laid a solid foundation for even greater success. In this interview, Mamadou Lamine Diarra discusses the initial reception of phygital sports in Mali, the challenges encountered in building this ecosystem, the role of social media in increasing its visibility, and the ambition to make Mali a regional hub for phygital sports. When you launched your first event, how was phygital sport received in Mali, and what opportunities did you see for its local development? Phygital sport immediately sparked enthusiasm among Malian youth. From the very first competitions organized by AMPCE, we understood that it represented a fantastic opportunity to combine sport, digital innovation, and creative industries, while opening up new career paths for young people. What were the biggest challenges you faced? Our main challenges were the lack of suitable infrastructure, limited access to equipment, funding constraints, and administrative difficulties related to digital platforms. Despite these obstacles, the commitment of young people and AMPCE’s determination allowed us to move forward. What specific initiatives or activities did you implement to attract new athletes and involve your local community? AMPCE initially organized local esports championships in neighborhoods, municipalities, and universities to identify top players and begin recruiting athletes before new formats emerged. We also wanted to attract a wider audience beyond the esports scene. We then launched the Phygital Origins and Phygital Rivals competitions, training sessions, social media campaigns, and outreach programs in schools and universities to identify and develop a new generation of phygital athletes. Could you share an idea, format, or approach developed by your team that you are particularly proud of? We are especially proud of having integrated phygital football, phygital basketball, and phygital dance into a single national framework, creating an inclusive platform where sport, culture, and technology converge. How do you envision the future of phygital in Mali and its contribution to the broader phygital movement? We aim to become a regional phygital hub in West Africa by contributing to talent development, organizing international competitions, and promoting phygital as a cultural, sporting, and creative industry. Our ambition is also to create an integrated training center where digital and physical preparation can take place in the same location, making athlete development more efficient. Your teams are currently preparing for Phygital Contenders, with qualification for the 2026 Games of the Future in Astana at stake. What does this moment represent for your phygital community and for the athletes who have worked throughout the season to achieve this goal? It’s a historic moment. It symbolizes the recognition of the hard work put in by our athletes and gives an entire generation the hope of competing on the world’s biggest phygital stage and making their community proud. With the Contenders approaching, what message would you like to send to your athletes before their participation in the international competition, and how optimistic are you about the future of phygital sport in Mali? I encourage them to believe in their potential, to remain disciplined, and to show the world that we can excel. I am very optimistic because we are witnessing the birth of a movement capable of creating lasting opportunities for our youth. What role have social media and media coverage played in raising awareness of phygital sport in Mali, and what approach have you taken to draw attention to this movement? Social media has been essential. It has allowed us to document every step, share our competitions, showcase our athletes, and build an engaged community around hybrid (phygital) sports. With nearly 45,000 followers on TikTok and over 10,000 on Facebook, we already have a large audience in Mali and internationally. Furthermore, our network of over 70 print media outlets regularly disseminates our publications and press releases, significantly increasing the visibility of the phygital movement in Mali. Mali’s rapid development reflects the broader expansion of phygital sport in emerging markets, where local organizations continue to establish competitive structures, engage new audiences, and create opportunities for athletes to participate in international competitions.