/ OVERVIEW

M.Video — one of Russia’s leading consumer electronics retailers. Together with MOSAIC, we launched one of the first branded retail activations in Roblox, transforming a physical electronics showroom into an interactive digital experience for younger audiences.

/ CHALLENGE

Increase M.Video’s relevance among younger audiences by entering a new digital communication channel and transforming traditional retail into an engaging branded experience. The challenge was to create a world players would want to return to — building long-term interaction and early brand affinity through gameplay.

The project helped position M.Video as an early mover in immersive retail experiences — proving that even consumer electronics can build relevance with future customers through gaming culture.

To make the world feel rewarding rather than promotional, gameplay became the core engagement mechanic. Players completed mini-games, competed in speed challenges, earned branded virtual currency, and unlocked rewards through repeat participation. Seasonal updates, including a large-scale New Year expansion, introduced new locations, limited-time mechanics, and reasons to return.

/ EXECUTION

/ RESULTS

In 2022, we brought M.Video's Back-to-School campaign into Roblox — complete with a virtual showroom and Alexander Pushnoy's iconic jingle. 200K+ visits. Industry first.