/ OVERVIEW

MTS Junior is a subscription for children and teenagers that brings together entertainment, education, and digital lifestyle services — including KION, MTS Music, LogicLike, MTS Launcher, and more — within a single ecosystem designed for younger audiences.

/ CHALLENGE

Introduce the MTS Junior subscription to younger audiences through new communication channels while strengthening a positive perception of the MTS brand and increasing awareness of the ecosystem services included in the subscription.

To make the experience feel like a true amusement park, we added kart racing, obstacle courses, trampolines, artifact hunts, and dozens of smaller gameplay moments designed to increase session time and repeat engagement. The result was a branded experience that felt like a genuinely fun Roblox game first — and a promotional activation second.

In the MTS Music zone, players created tracks by jumping across giant synthesizer trampolines inspired by different music genres, while the LogicLike area turned educational challenges into a large puzzle maze with interactive questions and problem-solving mechanics.

Since streaming movies or displaying media content directly inside Roblox was technically impossible, we transformed KION into an interactive movie set where players explored different film genres, played hide-and-seek, and transformed into objects as part of the gameplay.

The visual concept was built around a bright cyberpunk amusement park that balanced immersive entertainment with clear brand integration. Every environment reflected a different part of the subscription while maintaining a playful atmosphere designed for children.

One of the biggest creative challenges was translating subscription services — many of which rely on media content that cannot be directly shown inside Roblox — into engaging gameplay mechanics. Instead of recreating the services literally, we focused on translating the spirit of the subscription into playful experiences that felt exciting, rewarding, and easy to understand for younger audiences.

Together with MOSAIC, we developed JUN PARK — a futuristic amusement park where every zone represented a different part of the MTS Junior ecosystem through gameplay. Since the experience needed to encourage repeat visits, we implemented one of the first Robux reward systems in branded Roblox activations, rewarding the most active players every two weeks with highly desired virtual prizes.

/ EXECUTION

/ RESULTS