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MANGOWORLD
Reading time ≈ 3 minutes
game visits
300К+
vkusvill
client
year
2023
Phygital
UGC
Sound Design
Personal Account
NPC Characters
Prize Giveaways
Moderation
Development
Creative Idea
project
/ project
Seasonal mango promotion for VkusVill
Objective
/ Objective
To create an interactive environment that not only increases brand awareness for VkusVill among the target audience but also establishes a new sales channel through a gamified loyalty system.
What We Did
/ Process
Our research into the Roblox audience revealed key motivators: social interaction, customization, and rewards. Since the featured product — Egyptian mangoes — is seasonal, the gameplay needed to be simple, quick to complete, and not require repeated visits to the world.
The ideal player path was clear:
play the activation — earn a bonus for the loyalty card — visit a VkusVill store to buy mangoes.
play the activation — earn a bonus for the loyalty card — visit a VkusVill store to buy mangoes.
Instead of relying solely on promotional materials, we built the entire gamification around the product experience itself. Players could earn two types of branded UGC items to use across other Roblox games, extending brand visibility beyond the activation.
Our task was to merge the brand’s visual identity — natural, bright, and accessible — with the essence of the product: Egyptian mangoes. The result was an Ancient Egypt–inspired world filled with pyramids, pharaohs, and themed mini-games.
Every element — from the in-game space and promo visuals to the user dashboard and avatar skins — was fully branded. The final look felt both unique and modern, standing out from other marketing activations on the platform.
Every element — from the in-game space and promo visuals to the user dashboard and avatar skins — was fully branded. The final look felt both unique and modern, standing out from other marketing activations on the platform.
The project featured three mini-games and an integrated virtual currency system that could be exchanged for discounts at VkusVill stores or in-game bonuses.
We also added an avatar customization editor with themed outfits, boosting engagement through personalization.
We also added an avatar customization editor with themed outfits, boosting engagement through personalization.
Results
cases
/ cases
Other
7
MAU/DAU Ratio
197К+
visits to the game
64М+
promotional reach
Russia's first showroom in Roblox, New Year's promotion: a points-based loyalty card raffle
m.holiday
m.video
all cases
11
MAU/DAU Ratio
29К
visits to the game
700К
promotional reach
Promothing children's water using new communication channels
slavdaland
SLAVDA
12
MAU/DAU Ratio
300К+
visits to the game
2+ mln
promotional reach
Promotion of the shop's seasonal goods and loyalty programme, as well as a drawing of game and real bonuses.
mangoworld
vkusvill
11
MAU/DAU Ratio
10К
visits to the game
1,2+ mln
promotional reach
Resort integration was organised in honour of the decade of the Sochi Olympics. A chance to win a holiday in a real resort complex.
rosa khutor
interros
6
MAU/DAU Ratio
1,2+ mln
visits to the game
5+ mln
promotional reach
Promoting children's subscriptions.
Using new communication channels.
Using new communication channels.
Jun Park
МТs
in partnership with с MOSAIC
11
MAU/DAU Ratio
1,1+ mln
visits to the game
3+ mln
promotional reach
Integrating the world of the animated series into Roblox, running raffles and UGC content
turbosaurs
turbosaurs
7 mins
AVG Playtime
2,6+ mln
visits to the game
13+ mln
promotional reach
Promotion of the brand’s products to the target audience in Roblox, giveaways, story-driven experiences, and UGC content
ACTICITY
ACTIMUNO
8 mins
AVG Playtime
900К+
visits to the game
3+ mln
promotional reach
Promotion of a new youth-focused tariff: creation of a branded space, promo campaign, prize giveaways, and UGC content
MTS Real Town
мТs
WIP
AVG Playtime
WIP
visits to the game
WIP
promotional reach
Development and promotion of a unique space featuring the brand’s new heroes, prize giveaways, and UGC content
Planet of the Rastisaurs
Rastishka
4
MAU/DAU Ratio
7+ mln
visits to the game
50+ mln
promotional reach
Integration of the brand's flagship shop into Roblox, seasonal updates, giveaways, concerts and UGC content.
AUchan City
auchan,russia
7 mins
AVG Playtime
2,6+ mln
visits to the game
13+ mln
promotional reach
Promotion of the brand’s products to the target audience in Roblox, giveaways, story-driven experiences, and UGC content
ACTICITY
ACTIMUNO
8 mins
AVG Playtime
900К+
visits to the game
3+ mln
promotional reach
Promotion of a new youth-focused tariff: creation of a branded space, promo campaign, prize giveaways, and UGC content
MTS Real Town
MTS
WIP
AVG Playtime
WIP
visits to the game
WIP
promotional reach
Development and promotion of a unique space featuring the brand’s new heroes, prize giveaways, and UGC content
Planet of the Rastisaurs
Rastishka
4
MAU/DAU Ratio
7+ mln
visits to the game
50+ mln
promotional reach
Integration of the brand's flagship shop into Roblox, seasonal updates, giveaways, concerts and UGC content.
AUchan City
auchan,russia
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solving brand marketing challenges
using Roblox
using Roblox
