Abstract:

The article analyzes the transformations taking place in the modern sphere of organizing artistic, competitive-games and sports events under the influence of global digitalization processes and a fundamental change in the socio-cultural demands of the audience. Particular attention is paid to the theoretical justification of the transition from outdated models of passive consumption of a cultural product to progressive immersive and participatory interaction strategies that allow completely eliminating the distance between the organizer and the participant, turning the latter into an active co-author of the event.

The authors have proven the objective necessity of implementing high-tech tools, among which virtual and augmented reality technologies, artificial intelligence algorithms for personalizing experience and interactive mobile services occupy a significant place, which act as an effective means of overcoming the systemic crisis of traditional leisure forms.

In the context of the study, the essence of the concepts of edutainment and gamification of non-game processes is revealed, which, thanks to the use of specific mechanics, ensure the highest possible level of emotional involvement of representatives of digital generations Z and Alpha in educational, cultural and artistic projects.

The emphasis is on the rapid development of figital sports and innovative remote formats of physical activity, which harmoniously combine intense real loads with a high-tech virtual environment within the framework of a holistic hybrid model of individual recreation.

The authors also emphasize the advantages of a synergistic approach to the design of crossfunctional events-transformers and prove the feasibility of integrating flexible management methodologies into the modern practice of socio-cultural management. Such an approach allows to ensure the necessary mobility, adaptability and safety of mass events in today’s difficult conditions, while simultaneously contributing to the humanization and greening of leisure space through the implementation of socially significant initiatives, etc.

Keywords: socio-cultural activity, leisure industry, innovative leisure technologies, immersiveness, gamification, figital sports, edutainment.

References:

1. Antoshchuk, V. P. (2025). Innovatsiina diialnist kulturnomystetskykh instytutsii yak chynnyk modernizatsii sotsiokulturnoho prostoru Ukrainy na pochatku XXI st. [Innovative activity of cultural and artistic institutions as a factor in the modernization of the socio-cultural space of Ukraine at the beginning of the 21st century]. Kyiv.

2. Atlas-festyval. [Atlas Festival]. (n.d.). 

3. Havrylova, O. V. (2017). Kvest yak proektna interaktyvna forma roboty pry pidhotovtsi studentiv turystychnoi haluzi. [Quest as a project interactive form of work in the training of students in the tourism industry]. Kyiv.

4. Halytska-Didukh, T. V., Hrechanovska, O. V., Batareina, I. O., Hurska, V. A., & Babik, I. V. (2025). Heimifikatsiia yak zasib indyvidualizatsii navchannia XXI stolittia. [Gamification as a means of individualization of learning of the 21st century]. Kyiv.

5. Hnatchenko, A., Dembitska, O., & Bystra, I. (2023). Didzhytalizatsiia sfery fitnesu ta sportu. [Digitalization of the sphere of fitness and sports].

6. Imersyvnyi teatr: vsebichnyi ohliad ta maibutni napriamky. (2025). [Immersive theater: a comprehensive overview and future directions].

7. Project Shukai. (n.d.). [History of Kyiv in bronze mini-sculptures].

8. Kulinich, T., Nahornyi, V., & Ruban, O. (2025). Innovatsiini pidkhody do staloho rozvytku: ekolohichni startapy ta zeleni tekhnolohii. [Innovative approaches to sustainable development: environmental startups and green technologies].

9. Mavka. [Mavka]. (n.d.).

10. Artareya. [Artarea]. (n.d.).

11. Paskal, O. V. (2022). Systema kulturno-dozvillievoi roboty. [System of cultural and leisure work]. Odesa.

12. Plogging: yak ekolohichnyi bih dopomahaie navkolyshnomu seredovyshchu. (22021). [Plogging: how ecological running helps the environment].

13. Proiekt Gogolfest: kulturna mobilnist ta rozkryttia kreatyvnoho potentsialu lokalnykh oseredkiv kultury. (2020). [Gogolfest project: cultural mobility and revealing the creative potential of local culture centers]. Kyiv.

14. Ukrinform. (2024). U Kyievi prezentuvaly proiekt VR Kolo. [VR Kolo project presented in Kyiv]. Kyiv.

15. Flehontova, N. M. (2007). Pedahohichna orhanizatsiia kulturnoho dozvillia shkoliariv. [Pedagogical organization of cultural leisure of schoolchildren]. Kyiv.