Chinese Tech Giants Trial World Cup in the Metaverse

China Mobile subsidiary Migu and China’s version of TikTok Douyin are offering fans a chance to watch the Qatar World Cup in the metaverse.
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Quick take:

  • Migu and Douyin have launched metaverse-based Qatar World Cup live streams.
  • Migu is the Subsidiary of China Mobile while Douyin is China’s version of TikTok.
  • The two streaming services are sub-licenced to air live matches of the Qatar World Cup.

China is taking the FIFA World Cup experience to another next level with two of its leading streaming platforms. Migu, a subsidiary of China Mobile, the country’s largest mobile carrier and Douyin, the popular short video-sharing platform akin to TikTok have launched metaverse-based live streaming for the World Cup 2022 matches. 

The metaverse is a 3D virtual space where people can interact immersively through virtual gaming, concerts, and other experiential events including live streaming of football matches.

Both Migu and Zdouyin are sub-licenced to air live on-demand coverage of the event in Qatar and co-share digital coverage with the state-owned broadcaster, China Media Group.

Although the 2022 world cup has emerged to be one of the most controversial global events this year, there is no denying the opportunity that media companies have to try and boost their traffic stats. 

Migu and Douyin’s metaverse-like streaming services are powered by 5G internet and virtual reality (VR). The two internet-based companies are looking to drive traffic higher during the tournament whilst also using it as a pathfinder in the buildup to develop better metaverse experiences.

The companies reportedly purchased the rights to stream the world cup at an extremely high price. Four other services were authorised to stream the event in mainland China.

Migu’s journey to live stream the Qatar World Cup in the metaverse began back in July when Gan Yuqing, the chief content officer of Migu, said the company will create a world-first virtual interactive space for watching the tournament.

Announcing the metaverse-based FIFA World Cup streaming service on its Weibo account, Migu said it will hold a “Metaverse World Cup Music Festival” and feature a “surprise visitor” from the future (2070). 

On the other hand, Douyin went with a more subtle slogan “Watch the World Cup live broadcast on Douyin” posted on its official Weibo account.

Football (soccer) is the world’s most popular sport and the World Cup is the biggest stage. Therefore, with its massive influence, it has become a necessity for corporate marketing, You Xi, co-founder of the Kandong app told Global Times.


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