LONDON--(BUSINESS WIRE)--Mar 17, 2025--
A groundbreaking initiative lets players mirror their physical identity with their digital self to win an exclusive real-world item previously available only to their avatars.
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PhygitalTwin, a leader in bridging digital and physical fashion, has partnered with AvakinLife to launch the first-ever PHYGITAL jewellery competition. This initiative brings gaming and real-world fashion together, allowing players to own a physical version of their in-game accessories.
The competition invited AvakinLife’s gaming community to share a selfie alongside their avatar, tagging both AvakinLife and PhygitalTwin for a chance to win a physical LuxeRealm jewellery piece newly introduced in the game.
The response was overwhelming, with hundreds of fans eagerly participating to win an exclusive Avakin Charm Bracelet or Necklace. This marks AvakinLife’s first step into physical fashion, enabling players to bring their digital style into reality.
AvakinLife boasts 1.5 million active users monthly, providing a space for self-expression and connection. Halli Bjornsson, founder of AvakinLife, emphasised the importance of the collaboration:
“ The LuxeRealm collection features a charm bracelet and necklace, the first physical rewards for Avakin players. AvakinLife continues to be a leader in digital self-expression, with an engaged community that thrives on interactive experiences and social gaming. PhygitalTwin played a crucial role in bringing this competition to life through its digital-to-physical marketplace, e-commerce solutions, and global distribution network, ” says Bjornsson.
“Gaming is the perfect testbed for new products,” says Louise Laing, Founder of PhygitalTwin. “This competition showcases how digital and physical realities seamlessly coexist. Seeing the community’s creativity has been inspiring—it proves that gaming and real life are no longer separate, but connected.”
By executing this PHYGITAL competition, PhygitalTwin and Avakin demonstrate its ability to link digital creativity with tangible products, setting a new standard for collaborations in gaming and fashion.
About PhygitalTwin
PhygitalTwin is more than just a business; it is a revolution because it automates, reduces waste, streamlines digital to skin and physical fashion, reduces costs, and increases revenues for all stakeholders supported by e-commerce and global distribution.
About AvakinLife
AvakinLife is a vibrant virtual world where 1.5 million players express themselves, connect, and build their digital identities. With a focus on social gaming and digital fashion, AvakinLife fosters creativity through personalized avatars, stylish outfits, and immersive experiences.
LuxeRealm Competition PhygitalTwin x AvakinLife
MIAMI GARDENS, Fla. (AP) — Calling the groups in charge of professional tennis “a cartel,” the players' association co-founded by Novak Djokovic filed an antitrust lawsuit against the women's and men's tours, the International Tennis Federation and the sport's integrity agency on Tuesday in federal court in New York.
The suit by the Professional Tennis Players' Association says the organizations that run the sport hold “complete control over the players’ pay and working conditions” and their setup constitutes “textbook violations of state and federal law” that “immunize professional tennis from ordinary market forces and deny professional tennis players and other industry participants their right to fair competition.”
The lawsuit seeks a jury trial and wants players to gain access to more earnings, arguing that the governing bodies that oversee the four Grand Slam tournaments — Wimbledon, the U.S. Open, the French Open and the Australian Open — and other professional events “cap the prize money tournaments award and limit players’ ability to earn money off the court.”
The WTA Tour and ATP Tour issued separate statements Tuesday saying they would “vigorously” defend themselves.
The WTA said it has “committed to a $400 million increase in player compensation” in recent years and labeled the PTPA action a “baseless legal case” that is “regrettable and misguided.” The ATP touted a “major increase in player compensation” that created a jump of “$70 million in the past five years,” and called the PTPA's case “entirely without merit.”
“The PTPA has consistently chosen division and distraction through misinformation over progress,” the ATP's statement said. “Five years on from its inception in 2020, the PTPA has struggled to establish a meaningful role in tennis, making its decision to pursue legal action at this juncture unsurprising.”
The ITF and the International Tennis Integrity Agency — which investigates and adjudicates doping and corruption cases — declined to comment.
The PTPA was founded by 24-time Grand Slam champion Djokovic and Vasek Pospisil in August 2020, aiming to offer representation for players who are independent contractors in a largely individual sport. One of the goals made clear along the way was to become a sort of full-fledged union that negotiates collective bargaining agreements like those that exist in team sports.
“For the past few years, the PTPA, an organization I’ve worked on tirelessly since its inception, has made countless efforts to collaborate with the tours in hopes of achieving positive change for players. Despite these efforts and attempts to engage in constructive dialogue, we were met with resistance and a lack of meaningful action. It is because of this ongoing disregard for players that we were left with no alternative but to take action of our own,” Pospisil posted on social media. “For too long, players have been forced to accept a broken system that ignores our well-being, undervalues our contributions, and leaves us without real representation.”
Djokovic is not one of the players listed as a plaintiff.
“His support for this is already explicit. It’s redundant since PTPA (is) named as plaintiff, and he is on (the executive committee),” PTPA spokesman David Cooper wrote in an email. “He wanted to allow others to step up since this is not just Novak’s (organization).”
The PTPA said it met with more than 250 players — women and men, and a majority of the top 20 in the WTA and ATP rankings — before going to court.
“Tennis is broken,” PTPA executive director Ahmad Nassar said in a news release. “Behind the glamorous veneer that the defendants promote, players are trapped in an unfair system that exploits their talent, suppresses their earnings, and jeopardizes their health and safety. We have exhausted all options for reform through dialogue, and the governing bodies have left us no choice but to seek accountability through the courts. Fixing these systemic failures isn’t about disrupting tennis — it’s about saving it for the generations of players and fans to come.”
FILE - Canada's Vasek Pospisil and Serbia's Novak Djokovic talk tactics during their double match against during their Round of 32 match at the Adelaide International Tennis tournament in Adelaide, Australia, Jan. 2, 2023. (AP Photo/Kelly Barnes, File)
