REALTOWN
Reading time ≈ 3 minutes
game visits
900К+
mts
client
year
2025
agency
Mosaic
Development
Moderation
Prize Giveaways
NPC Characters
Personal Account
Sound Design
Racing
UGC
Creative Idea
project
/ cases
The MTS RIL plan is perfect for an active youth lifestyle — it includes everything you need: internet, social media, calls, and SMS. With a fresh and creative promotional approach, the face of the campaign became Mark Eidelstein.
Objective
/ Objective
/ Promote the new plan through innovative communication channels
/ Strengthen MTS’s modern and trendy brand image
/ Increase awareness of the services included in the plan
/ Strengthen MTS’s modern and trendy brand image
/ Increase awareness of the services included in the plan
What We Did
/ Process
A unique futuristic city setting, where each location highlights the benefits of the MTS RIL plan. The gaming experience is highly personalized thanks to a new clan system — players can choose their playstyle and earn individual bonuses. To start playing, you simply activate the virtual plan, and the most active players receive brand prizes and exclusive MTS digital items: the RIL Pass Beanie and the MTS RIL x LA ROUTINE bag.
Creating a cyberpunk-style city was no easy task — it required balancing the intense futuristic vibe without making it overly dark, while naturally integrating the brand. We achieved the perfect harmony through precise work with lighting, fog, and visual effects. The city feels rich and alive, emphasizing the brand while each design element complements and enhances the concept of the mini-games.
Since the goal was to emphasize the MTS RIL plan, players were prompted at the start to activate the virtual tariff to gain access to the city — mirroring how it works in real life. Over 850,000 players did so in less than a month, and we believe many of them connected the real plan too!
Choosing a clan means choosing a personal playstyle — and for the brand, it’s an insight into audience preferences. Players can join:
• Tokers — content creators and social posters
• Riders — scooter enthusiasts
• Nights — late-night online players
• Flexers — music lovers who never take off their headphones
Each clan offers unique bonuses and a personalized experience for every player.
• Tokers — content creators and social posters
• Riders — scooter enthusiasts
• Nights — late-night online players
• Flexers — music lovers who never take off their headphones
Each clan offers unique bonuses and a personalized experience for every player.
The RIL Town locations reflect the plan’s features:
• Giga Tower — an obstacle course where you collect 50GB
• Chat Park — fast posting is the key to success
• Urent Drive — scooter racing through an obstacle track
• Flex Zone — dance-offs to trending hits
• RIL Loca — a final team battle for control of the flag and access to exclusive UGC items.
The experience is supported by constant in-game rewards, bonuses, and loot boxes to maintain engagement.
• Giga Tower — an obstacle course where you collect 50GB
• Chat Park — fast posting is the key to success
• Urent Drive — scooter racing through an obstacle track
• Flex Zone — dance-offs to trending hits
• RIL Loca — a final team battle for control of the flag and access to exclusive UGC items.
The experience is supported by constant in-game rewards, bonuses, and loot boxes to maintain engagement.
In collaboration with mosaic
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
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