Rosa Khutor
Reading time ≈ 3 minutes
game visits
10,5 k
GC INTERROS
client
year
2023
Hotel
Sochi
2014 Olympics
Snowboarding
Rosa PEAK
Prize Giveaways
Resort
Phygital
Open World
project
/ project
A special project created to celebrate the 10th anniversary of the Sochi 2014 Winter Olympics.
Objective
/ Objective
Introduce younger audiences to the Rosa Khutor resort by giving them a virtual experience of its key locations, including Rosa Valley, the Mountain Olympic Village, and Rosa Peak.
What We Did
/ Process
To mark the 10th anniversary of the Winter Olympics in Sochi, we created a virtual version of the Rosa Khutor resort in Roblox. This project connected an iconic Olympic venue from 2014 with a new digital audience, opening the world of active leisure through gamification.
Building Rosa Khutor in Roblox was not only a creative challenge but also an opportunity to reimagine mountain recreation in a digital format. We aimed to deliver both visual authenticity and an immersive atmosphere of snowy slopes, Olympic heritage, and outdoor adventure. To achieve this, we developed unique mechanics such as a skiing and snowboarding system, along with a fully functional cable car that allows players to move between mountain zones.
The game recreates the resort’s key locations: Rosa Valley welcomes players with its central square and Town Hall; the Mountain Olympic Village reflects the competitive spirit with its flag alley and historic buildings; and Rosa Peak offers panoramic views from 2,320 meters above sea level, featuring a restaurant and floating swings. We also introduced unusual digital elements, such as a teleport to the Black Sea coast and a high-speed train connecting different map areas. The Mzymta River became the setting for a mini-game called “Ice Jump,” where players collect branded coins while hopping across floating ice.
Skiing and snowboarding formed the core gameplay, but the activity didn’t end there. Players earned the in-game currency “Rozix” by skating, completing trails, and competing in mini-games. The first player to reach 5 million Rozix received a real-world prize — a weekend trip to Rosa Khutor. This turned the gameplay into a genuine challenge, fueling engagement and excitement around the resort.
The virtual Rosa Khutor became more than just a game map — it became part of the digital transformation strategy of the project’s investor, Interros. The experience opened the resort to a younger audience and strengthened the brand’s connection with a new generation. It also continued the initiative of bridging the real and virtual worlds, following the “Games of the Future,” and marked another step toward innovative tourism.
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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