Reviewing Successful Case Studies of Branded Games in Russia in 2021

Amidst the pandemic, there has been a decline in customer engagement and retention indicators, as supported by data from SaaS independent analytics platform for B2B and Finances Online financial solutions.

To address this issue, businesses have turned to advergaming, which involves promoting brands through promotional video games.

By 2023, the global video game market is projected to surpass $170 billion, potentially surpassing the music and film industries, as well as subscription movie services. Consequently, brand-specific games have become a potent tool for boosting user engagement, driving sales, and resolving specific business challenges. The successful launch of branded games often becomes viral events, generating discussions on social media platforms and online media. The experts at QB Games Marketing Agency will elaborate on how brands embraced this trend and effectively implemented their own games in 2021.

“Battle Royale,” a promotional campaign showcasing the “VKontakte Food” service.

The VKontakte Food service has launched a promotional mini-game inspired by the popular online multiplayer game genre called “Battle Royale.” In this game, players engage in combat within a limited map, gradually reducing the “safe zone.” The gameplay involves jumping on platforms, collecting loot (items found within the game world), and engaging in player-versus-player battles, with only one victor emerging.

Each game session typically involves around 10 participants, and multiple battles take place simultaneously. Every player is equipped with a first aid kit containing food to restore their vital energy. When players place orders through the VKontakte Food service, they earn additional points in the game. Within the game, there is a store where users can use their points to update their profile pictures, join one of the four available clans (such as the burger clan, sushi clan, pizza clan, or noodle breakfast clan), and obtain promo codes, new stickers, and Battle Royale statuses related to the VK Food Service.

Introducing “Pop-It for Entrepreneurs” by Sberbank

According to research conducted by the Romir Holding research center, it was found that a significant majority of Russians (55%) experienced stress during January-February 2021. Entrepreneurs were no exception, as stress became a constant companion in their daily lives. The pressures of managing contracts, meeting deadlines, and ensuring timely deliveries made it challenging for them to stay calm and composed while maintaining control over everything.

Sberbank recognized this issue and posed the question, “How can business owners alleviate their nervous tension and find ways to distract themselves from their routine?” In response, they devised an innovative solution by reimagining the popular children’s anti-stress toy and creating “Pop-It Online” specifically designed for business owners. By popping a virtual bubble, players receive a pleasant message describing a favorable business situation. Additionally, Sberbank has hidden special offers behind these bubbles, such as SberMarket promo codes, advantageous rates from Rabota.ru and SberLogistics, as well as discounted prices for My Accounting Outsourcing and Business Environment Premium subscriptions.

Magnetic Therapy, Magnit Retail Chain

Magnit, with its strong focus on digital technologies, has evolved into more than just a retail chain—it has become an innovative IT company. Embracing the modern digital economy, Magnit seamlessly integrates video analytics, artificial intelligence, and gamification into its operations.

In collaboration with Mail.ru Group and Digitas Moscow, Magnit has recently launched an exciting gaming application on VKontakte to celebrate its anniversary. This app offers users a glimpse into the future, transporting them to the year 2294 on the Magnit corporation satellite. The game revolves around the main character, Robot M-3000, who embarks on a challenging journey to reach the control cockpit. From there, the robot sends a special greeting to the people of Earth on Magnit’s 300th birthday.

To win enticing rewards, including a chance to compete for the grand prize—a car, users must collect all five parts of the greeting in the game. Each level of the game grants participants branded stickers, while the “Checkback” service allows them to boost their chances of winning super prizes by uploading purchase receipts from Magnit stores. Impressively, the game attracted over 725 thousand users within the first 10 days, resulting in more than 2 million gameplays and an average of 100 thousand purchase receipts downloaded.

Merry Hunt, Felix Cat Food Brand

Purina FELIX has adopted the slogan “Merry Hunt” as they introduce a delightful new treat for an enjoyable game. Refusing to be left behind in the realm of digital engagement, the brand invites customers to partake in an interactive gaming experience. In collaboration with Gameloft for brands, Purina FELIX presents a captivating online game featuring their beloved mascot, Felix the cat. Your mission is to assist this playful feline in capturing delectable rings and packages of cat food, ensuring a thrilling and entertaining adventure.

Here are some valuable tips for developing promotional branding games:

1. Define Clear Business Objectives: Clearly articulate the primary business objectives for creating the promotional game, whether it’s increasing sales, enhancing brand awareness, or fostering customer loyalty. It’s essential to ensure that these objectives are coherent and complementary.
2. Establish Long-term Goals: Given the investment required for game development, it’s crucial to establish long-term goals. Continually evolve the game by introducing new objectives and content while integrating promotional campaigns.
3. Maintain Consistent Rules: Avoid contradictory rules in the game. Clearly communicate the conditions and regulations using a well-structured visual code, ensuring players have a clear understanding.
4. Embrace Playfulness: Avoid making the game overly serious. A fun and enjoyable gaming experience not only entertains users but also creates positive associations with the brand.
5. Offer Virtual Rewards: Consider providing not only real prizes but also virtual rewards. Allowing players to experience new scenarios, upgrade characters, play as new avatars, or unlock new levels can be powerful tools for enhancing user engagement.
6. Utilize Marketing Tools: Utilize a range of marketing tools to promote the game effectively. Leverage push notifications, newsletters, social media promotions, and other available channels to generate excitement and attract users to the game.

By following these guidelines, you can create engaging branding promo games that align with your business objectives and effectively captivate your target audience.