In the presented chapter, from the standpoint of theoretical and methodological knowledge and on the basis of data from an author's empirical sociological study, the features of the digital transformation of the Institute of Sports were analyzed using the example of scaling interest in financial games. A sociological empirical study was conducted on the author's questionnaire n = 420 from among young people for interest in the phenomenon of Phygital games. The rationale for the study sample lies in the belonging of KSPEU youth to participate in the event as registered persons, participants in the event of the “Games of the Future,” which took place from February 21 to March 3, 2024 in Kazan, Republic of Tatarstan. The survey method was used purposefully, since it allowed, from the point of view of empirical data, to receive answers to topics of interest regarding the factors influencing the shown interest in Phygital sports. The results obtained as part of the implementation of an author's sociological study conducted through a questionnaire made it possible to obtain the opinion of respondents from among young people who are interested in the digital format in sports. The paper provides a comparative analysis of the data of the author's empirical research and the results of international research in the field of digitalization factors of sports. The analysis of theoretical and methodological approaches to the study of digitalization, the financial nature of games as a priority in the field of sports and the impact of digital transformation on the economy and social sphere showed that digital technologies are a means and one of the prerequisites for the successful development of not only the socio-economic sphere, but also the social and investment attractiveness of the regions. As part of the study, the chapter determined that, despite the availability of scientific research in the field of digitalization of the economy and sports as social institutions, it is still debatable and necessary to study priority based on empirical author assessments of researchers and comparable opinions of the scientific community of the significance and perspective of the digital transformation of the institute of sports as a factor of socio-economic attractiveness of the region. The need to scale digital practices, digital platforms, introduce digital innovations, introduce various socio-demographic groups of the population to digital technologies has been identified.