Contests will show up in the anime. Their anime version will work like the contests in Sinnoh, involving dressing up. We will see Serena become a coordinator and she will dress in the various outfits available in-game, both X/Y and Alpha/Omega.

Japan, please don't make me a liar. I want this.

This would also explain why Serena doesn't have a goal as of yet. She can't go the entire series without doing something.