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The phygital movement is gaining momentum across Africa, and Mali is quickly establishing itself as one of the region’s most ambitious emerging ecosystems. Through the efforts of the Association for the Promotion of E-sport Culture (AMPCE), the WPC member in Mali and its growing community of athletes, organizers, and creators, the country has transformed phygital sport from a new concept into a nationally recognized competitive platform.
Over the past season, AMPCE has made significant strides, with clubs and athletes qualifying for Phygital Contenders in Phygital Football, Phygital Basketball, and Phygital Dancing ahead of the Games of the Future 2026 in Astana.
Mamadou Lamine Diarra, CEO of AMPCE, reflects on the development of phygital sport in Mali and the rapid progress made by the national ecosystem over the past season.
Diarra and his team have worked tirelessly to deliver a successful phygital structure in the country, and this has been recognized through the recently published WPC Incentive Program Leaderboard, where AMPCE collected 281 points and achieved Gold member status, highlighting the scale of activity and development carried out in the last year.
From grassroots tournaments and educational outreach programs to the creation of integrated national championships, AMPCE has delivered a strong basis for even more success. In this interview, Mamadou Lamine Diarra discusses the early reception of phygital sport in Mali, the challenges faced in building the ecosystem, the role of social media in accelerating visibility, and the ambitions to establish Mali as a regional phygital hub.
When you first launched your first event, how was phygital sport received in Mali, and what opportunities did you see for growing it locally?
Phygital sport was met with immediate enthusiasm from Malian youth. From the very first competitions organized by AMPCE, we realized that it represented a powerful opportunity to connect sport, digital innovation, and creative industries, while opening up new professional pathways for young people.
What about the biggest challenges that you have faced?
Our main challenges included 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 enabled us to move forward.
What specific initiatives or activities have you introduced to attract new athletes and engage your local community?
AMPCE first organized local esports championships in neighborhoods, municipalities, and universities to identify the best players and start recruiting athletes before emerging formats. We also aimed to appeal to those outside the esports structures.
We then launched 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.
Can you share an idea, format, or approach your team has developed that you’re especially proud of?
We are especially proud of having integrated Phygital Football, Phygital Basketball, and Phygital Dancing into a single national framework, which has created an inclusive platform where sport, culture, and technology come together.
Looking ahead, how do you see phygital developing in Mali and contributing to the wider phygital movement?
We want to become a regional phygital hub in West Africa by contributing to talent development, hosting international competitions, and promoting phygital as a cultural, sporting, and creative industry.
Our ambition is also to establish an integrated training center where both digital and physical preparation can take place in one location, making athlete development more efficient.
Your teams are now preparing for Phygital Contenders with the opportunity to reach the Games of the Future 2026 in Astana. What does this moment represent for your phygital community and for the athletes who have been working toward this goal throughout the season?
This is a historic moment. It symbolizes recognition of the hard work accomplished by our athletes and gives an entire generation the hope of competing on the world’s biggest phygital stage and making their community proud.
Looking ahead to Contenders, what message would you like to send to your athletes before they compete on the international stage, and how optimistic are you about the future of phygital sport in Mali?
I encourage them to believe in their potential, remain disciplined, and show the rest of the world that we can be the best. I am very optimistic because we are witnessing the birth of a movement capable of creating lasting opportunities for our youth.
How important have social media and media exposure been in building awareness around phygital sport in Mali, and what approach have you taken to attract attention to the 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 phygital sports.
With nearly 45,000 followers on TikTok and more than 10,000 followers on Facebook, we already have a strong audience in Mali and internationally. In addition, our network of more than 70 print media outlets regularly relays 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 across emerging markets, where local organizations continue to build competitive structures, engage new audiences, and create opportunities for athletes to participate on the international stage.
