CATEGORY
RETAIL
BUSINESS
CRM INTERGRATION
FEATURE
LOYALTY CARD SYNC
RESULTS
300K+
VISITS
VISITS
CLIENT
VKUSVILL
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.
MANGOWORLD
Inicio / Casos / VKUSVILL
VISIÓN GENERAL
/ OVERVIEW
VkusVill wanted to sell more mango. We built an ancient Egyptian world in Roblox — and connected it directly to their loyalty app.
RETO
/ CHALLENGE
Increase brand awareness of VkusVill among younger audiences while creating an interactive environment that could introduce a new sales channel through gamified loyalty mechanics. The challenge was to turn a seasonal product launch into a playful experience that encouraged both engagement and real-world conversion.
EJECUCIÓN
The experience featured three mini-games, a virtual currency system exchangeable for VkusVill discounts or in-game rewards, and an avatar customization editor with themed skins designed to increase engagement through personalization. The result was a short-form yet highly memorable branded experience built around immediate interaction and real-world conversion.
A key creative challenge was combining VkusVill’s brand values — naturalness, accessibility, and vibrancy — with the identity of Egyptian mango. To bring this story to life, we created a stylized ancient Egyptian world filled with pyramids, pharaohs, and themed mini-games. From promotional assets and interface design to player customization, the entire experience was fully branded while maintaining a modern and distinctive visual language rarely seen in branded Roblox campaigns.
Rather than relying on traditional promotional materials, we built the entire gameplay experience around the product itself. To strengthen memorability and brand affinity, players could unlock two exclusive branded UGC items designed to extend the activation beyond the game and into players’ personal Roblox identities.
Our ideal user journey was simple: play the activation, receive a loyalty reward, and visit a VkusVill store to purchase Egyptian mango. The project was designed to seamlessly connect gameplay with real-world shopping behavior through an intuitive reward loop.
We started with audience research to identify Roblox players’ strongest motivators: socialization, customization, and rewards. Since Egyptian mango is a seasonal product with a limited sales window, the experience had to be lightweight, easy to complete, and rewarding without requiring long-term retention or repeated visits.
PLAY. EARN.
SHOP AT VKUSVILL
SHOP AT VKUSVILL
/ EXECUTION
RESULTADOS
/ RESULTS
RESULTS
300K+
VISITS
VISITS
FEATURE
Virtual rewards translated into real shopping benefits through VkusVill’s loyalty ecosystem.
LOYALTY
CARD SYNC
CARD SYNC
BUSINESS
CRM
INTEGRATION
INTEGRATION
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
DIGITAL
TOURISM
DIGITAL
TOURISM
FEATURE
UGC
REWARDS
UGC
REWARDS
RESULTS
10K+
VISITS
10K+
VISITS
Russia’s first mountain resort experience in Roblox, bringing Rosa Khutor to a new generation through interactive tourism.
ROSA KHUTOR
ROSA KHUTOR & INTERROS
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
