Lahore – July 12, 2025, marked a historic moment for Pakistan’s youth and the future of sports innovation. Phygital Games Pvt. Ltd. and the Inter University Consortium for Promotion of Social Sciences (IUCPSS) proudly signed a groundbreaking Memorandum of Understanding (MoU) at the University of Health Sciences (UHS), Lahore. This partnership will bring the exciting world of Phygital Sports, a dynamic blend of physical sports and digital gaming, to universities across the country.
IUCPSS, representing over 70 public and private universities nationwide, is leading the charge to create new opportunities for students. By teaming up with Phygital Games, the first company in Pakistan to pioneer this innovative concept, they are opening doors for students to experience sports in a whole new way, combining the thrill of physical activity with cutting-edge digital technology like virtual and augmented reality.
At the signing ceremony, Mr. Murtaza Noor, National Coordinator of IUCPSS, and Mr. Muhammad Abdullah, COO of Phygital Games Pvt. Ltd., expressed their shared enthusiasm for this collaboration. The event was attended by university leaders, sports experts, and technology innovators who all see the immense potential of this initiative.
Key Objectives of the Partnership
This strategic partnership is designed to transform the future of university sports in Pakistan by integrating physical competition with digital innovation. Together, Phygital Games Pvt. Ltd. and IUCPSS will:
- Launch Phygital Games tournaments, leagues, and championships across universities nationwide.
- Create opportunities for collaboration between traditional athletes, esports players, and digital gaming communities.
- Organize workshops, seminars, innovation labs, and training programs focused on sports technology, digital skills, leadership, and emerging technologies.
- Promote teamwork, healthy competition, digital literacy, and innovation through Phygital Sports.
- Identify and develop student talent to represent Pakistan in international Phygital Games and the Games of the Future ecosystem.
Leadership Perspectives
Abdul Majeed, CEO, Phygital Games Pvt. Ltd.
“This partnership represents the beginning of a new era for games in Pakistan. Phygital Games combines the excitement of physical games with digital games to create an entirely new competitive experience. By working with IUCPSS, we are empowering university students with opportunities to develop athletic excellence, digital skills, leadership, and innovation. Together, we are building a pathway for Pakistan’s youth to compete nationally and internationally in the rapidly growing world of Phygital Sports and the Games of the Future.”
Muhammad Abdullah, COO, Phygital Games Pvt. Ltd.
“Our vision is to bridge the gap between athletes and gamers by creating a unified platform where both communities can compete, collaborate, and grow together. Through this partnership, universities will become innovation hubs that encourage competitive gaming, physical fitness, teamwork, and technology-driven learning. We believe Phygital Sports will redefine student engagement and inspire the next generation of champions.”
Murtaza Noor, National Coordinator, IUCPSS
“IUCPSS remains committed to providing innovative opportunities that prepare students for the future. Partnering with Phygital Games allows us to introduce a globally emerging sports movement into Pakistan’s higher education institutions. This initiative will strengthen student engagement, encourage innovation, promote healthy lifestyles, and equip young people with the skills needed to thrive in a technology-driven world.”
Building the Future of Phygital Sports in Pakistan
As Pakistan’s first nationwide university initiative dedicated to Phygital Sports, this collaboration establishes IUCPSS and Phygital Games Pvt. Ltd. as pioneers in advancing the intersection of sports, esports, education, and technology. By connecting more than 70 universities through competitive events, innovation programs, and talent development initiatives, the partnership will create a sustainable ecosystem that nurtures future athletes, gamers, innovators, and digital leaders while positioning Pakistan as an emerging force in the global Phygital Games movement.
