China’s national soccer team may have failed to make it to the World Cup — for the fifth time in a row — but the tournament in Qatar has still attracted huge online attention. Weibo posts using the hashtag “世界杯" (World Cup) have garnered upwards of one billion reads per day since the competition began.  When it comes to actually watching the games, viewers in China are more likely than not to be doing so by streaming via Migu Video, a subsidiary of the state controlled telecom giant China Mobile.  The Migu Video World Cup 'Metaverse'. Migu Video has streamed World Cup content before — the 2018 World Cup that was hosted in Russia netted the platform more than 4.3 billion total views. Migu is looking to boost these numbers this time round: it’s launched a ‘Metaverse’ space, where fans can watch the games in virtual reality, and it has promoted its coverage with some big names, including the pop singer Jay Chou and former Chinese team manager Bora