GOTF Majors spotlight: Scaling up in Mexico

From January 17th to 24th, 2025, WPC member, ALUNIA SA DE CV successfully hosted their first-ever GOTF Majors, showcasing a full slate of competition in the four core phygital disciplines, Phygital Basketball, Phygital Football, Phygital Shooter, and Phygital Dancing.

Launching something entirely new is never easy. There’s often hesitation to support an untested concept, as many athletes and potential sponsors are reluctant to dive in without seeing proof that a new concept can succeed. The GOTF Majors in Mexico proved that phygital sports are not only viable but also packed with potential.

Taking the Sport to the People

In Mexico, the Soccer City complex in Tlalnepantla de Baz served as the hub for the tournament, with all four disciplines taking place in the same arena. This setup not only streamlined the spectator experience but also made it easier for fans to witness every event up close, fostering a sense of community and accessibility. “The goal was to go to places where people already play these sports.”, David Alatorre López, Founder and Director of ALUNIA SA DE CV, explained. “This makes it easier for people to join in, and it establishes a point of reference for spectators who are familiar with the location.”

The GOTF Majors went off without a hitch, and ALUNIA SA DE CV are already working on refining their approach for future events. Whether it’s recruiting experienced referees for the digital elements or finding venues to create the ideal mix of digital and physical spaces, they’re committed to continuous improvement.

Word of Mouth and Social Media

The strategic use of social media played a crucial role in attracting participants and building excitement around the GOTF Majors. Social media partnerships helped target key gaming communities, driving engagement. This was especially effective with Phygital Dancing in Mexico.

Collaborating with content creators further expanded the event’s reach. “Having content creators who specialize in specific games and sports was key.”, David Alatorre López said. “They were able to share the event content with their followers, bringing phygital action to a wider audience.”. By engaging with the gaming community in this way, the organizers successfully generated buzz around the event.

“We’re already seeing gamers, who want to transition into physical sports.”

David Alatorre López mentioned: “One of last year’s Games of the Future competitors is now focused on improving as a physical athlete as his focus was on the esports side. I expect that more esports athletes will follow suit, blending their digital skills with physical training.”. While experts will continue to excel in both the physical and digital realms, David Alatorre López believes there’s room for stars to shine in both worlds.

The success of the GOTF Majors marks an exciting step forward for phygital sports in Mexico, and the future is brimming with possibilities.

Results from the GOTF Majors finals in Mexico: