CATEGORY
TRAVEL
BUSINESS
DESTINATION
AWARENESS
FEATURE
DIGITAL
TOURISM
RESULTS
10K+
VISITS
VISITS
CLIENT
ROSA KHUTOR
A branded Roblox experience created to celebrate 10 years of the Sochi Olympics while introducing younger audiences to Rosa Khutor through exploration and interactive tourism experiences.
ROSA KHUTOR
Inicio / Casos / ROSA KHUTOR
VISIÓN GENERAL
/ OVERVIEW
A special Roblox activation created to celebrate the 10th anniversary of the Sochi Winter Olympics and introduce younger audiences to Rosa Khutor through interactive exploration and gameplay.
RETO
/ CHALLENGE
Introduce younger audiences to Rosa Khutor by recreating its iconic locations in Roblox and turning the resort experience into an engaging digital journey.
Players could virtually explore key destinations including Rosa Dolina, the Mountain Olympic Village, and Rosa Peak, discovering the atmosphere of the resort through gameplay.
Players could virtually explore key destinations including Rosa Dolina, the Mountain Olympic Village, and Rosa Peak, discovering the atmosphere of the resort through gameplay.
EJECUCIÓN
More than a branded game, Rosa Khutor in Roblox became part of a broader vision for digital tourism and youth engagement. The experience introduced the resort to a younger generation while strengthening the connection between the physical destination and digital audiences — extending the legacy of Sochi’s Olympic heritage into interactive spaces.
The core gameplay focused on skiing and snowboarding, but players could also participate in mini-games, skating activities, and challenges to earn in-game currency called “Roziks.” To drive long-term engagement, the first player to collect 5 million Roziks received a real-life weekend certificate for Rosa Khutor, turning exploration into a large-scale community challenge
The experience recreated the resort’s most recognizable destinations. Rosa Dolina welcomed players with the central square and Town Hall, while the Mountain Olympic Village reflected the competitive spirit of the Games through historic architecture and flag-lined spaces. At Rosa Peak (2320m), players could enjoy panoramic views, discover a mountaintop restaurant, and explore unique attractions including floating swings. Additional gameplay elements included a teleport to the Black Sea coast, a high-speed train connecting locations, and a branded mini-game inspired by the Mzymta River.
Recreating Rosa Khutor inside Roblox meant more than simply rebuilding locations — the goal was to translate the spirit of mountain отдых and Olympic heritage into gameplay. We developed custom mechanics for skiing and snowboarding, alongside a fully functional cable car system that allowed players to seamlessly travel between different altitude zones and explore the resort naturally.
To celebrate 10 years since the Sochi Winter Olympics, we recreated Rosa Khutor inside Roblox — transforming one of Russia’s most iconic mountain resorts into an interactive world for a new digital generation. The project connected the legacy of Sochi 2014 with younger audiences through exploration, gamification, and active leisure experiences.
REIMAGINING A MOUNTAIN RESORT FOR A NEW GENERATION
/ EXECUTION
RESULTADOS
/ RESULTS
RESULTS
10K+
VISITS
VISITS
FEATURE
The most engaged family won a three-day stay at Rosa Khutor, including complimentary cable car access for the whole family.
UGC
REWARDS
REWARDS
BUSINESS
DIGITAL
TOURISM
TOURISM
CASOS
OTROS
/ CASOS
BUSINESS
RETAIL INNOVATION
RETAIL INNOVATION
RESULTS
200K+
VISITS
200K+
VISITS
FEATURE
REAL-WORLD REWARDS
REAL-WORLD REWARDS
A first-of-its-kind retail activation where players earned in-game currency for real-world M.Video rewards.
M.VIDEO
M.VIDEO
WITH MOSAIC
BUSINESS
RETAIL ACTIVATION
RETAIL ACTIVATION
FEATURE
CODE
REDEMPTION
CODE
REDEMPTION
RESULTS
29.7K+
VISITS
29.7K+
VISITS
Roblox activation supporting a real product campaign with in-pack codes.
SLAVDALAND
SLAVDA GROUP
BUSINESS
CRM
INTEGRATION
CRM
INTEGRATION
FEATURE
LOYALTY
CARD SYNC
LOYALTY
CARD SYNC
RESULTS
300K+
VISITS
300K+
VISITS
First in Russia to link a Roblox world to a brand's loyalty program — players entered their VkusVill card number in-game and earned real bonus points in the app.
VKUSVILL MANGO WORLD
VKUSVILL
BUSINESS
EFFIE
GOLD
EFFIE
GOLD
FEATURE
KIDS
ACTIVATION
KIDS
ACTIVATION
RESULTS
1.5M+
VISITS
1.5M+
VISITS
A branded Roblox amusement park for MTS Junior kids subscription — featuring dedicated zones for MTS Music, KION, and LogicLike, turning the MTS ecosystem into a playable world
JUN-PARK
MTS (Mobile TeleSystems)
WITH MOSAIC
BUSINESS
YOUTH ACQUISITION
YOUTH ACQUISITION
FEATURE
PHYGITAL
UGC DROP
PHYGITAL
UGC DROP
RESULTS
1.4M+
VISITS
1.4M+
VISITS
Youth activation for MTS REEL featuring exclusive clans, branded experiences, and a limited phygital UGC drop.
REEL TOWN
MTS (Mobile TeleSystems)
WITH MOSAIC
BUSINESS
BRAND
AWARENESS
BRAND
AWARENESS
FEATURE
IP
ADAPTATION
IP
ADAPTATION
RESULTS
1,5M+
VISITS
1,5M+
VISITS
Roblox world based on Russia's hit kids YouTube franchise — original locations, playable characters, and unique mini-games, with brand collaborations from "Vkusno i Tochka" and Kinopoisk.
TURBOZAURS WORLD
TURBOZAURS | animation studio Caramel & Co
BUSINESS
PRODUCT
LAUNCH
PRODUCT
LAUNCH
FEATURE
UGC
REWARDS
UGC
REWARDS
RESULTS
3.9M+
VISITS
3.9M+
VISITS
Roblox world launching Rastishka's new product line and 4 characters — players scanned real product QR codes in-store to unlock exclusive in-game content and UGC reward.
PLANET OF RASTIZAURS
RASTISHKA | ex-Danone Russia
FEATURE
26 MIN
PLAYTIME
26 MIN
PLAYTIME
BUSINESS
PRODUCT
RELAUNCH
PRODUCT
RELAUNCH
RESULTS
10M+
VISITS
10M+
VISITS
Roblox activation for Actimuno's product relaunch — players averaged 26 minutes of brand immersion.
ACTICITY
ACTIMUNO | ex-Danone Russia
BUSINESS
EFFIE GOLD AWARD
EFFIE GOLD AWARD
FEATURE
LIVE
UPDATES
LIVE
UPDATES
RESULTS
28.5M+
VISITS
28.5M+
VISITS
A branded Roblox world that brought Auchan to 28.5M players — driving foot traffic through immersive retail experiences.
AUchan City
AUCHAN RUSSIA
