Photo: CITIX
Residents across Almaty can now follow live FIFA World Cup 2026 matches directly from the city’s streets. In partnership with Kinopoisk, CITIX has launched a real-time content integration that displays live match scores across its network of smart billboards throughout the city.
During every FIFA World Cup 2026 match, CITIX smart billboards automatically display the current score in real time. Between games, the screens switch to upcoming fixtures, showing the next two matches, their kick-off times, and competing teams.
The initiative allows residents to stay connected to the tournament while commuting, without checking a smartphone or searching for a live broadcast.
The project is powered by CITIX’s proprietary technology platform, which automatically receives live data from external sources and distributes content across the company’s entire digital media network through a centralized management platform. Integration with Kinopoisk ensures that every score update is reflected simultaneously across all smart billboards the moment it happens.
“This project demonstrates how digital infrastructure can deliver real-time content at city scale,” said a CITIX spokesperson. “Live match data is automatically updated across our entire smart billboard network, enabling brands to communicate with audiences in the context of events as they unfold. Delivering this type of integration requires much more than media inventory – it depends on proprietary technology, robust data capabilities, and marketing expertise. The FIFA World Cup 2026 is one of the world’s biggest sporting events, and we’re pleased to make it part of the everyday urban experience.”
According to CITIX, the project reflects the continued evolution of the digital out-of-home (DOOH) industry – from static advertising to dynamic, data-driven, context-aware content that responds to live events in real time. As brands increasingly seek more relevant and timely ways to engage audiences, real-time integrations are becoming an important part of the next generation of digital urban media.
