СберБизнес: "Гонка селлеров" - мобильная веб-игра для селлеров маркетплейсов

Objective

SberBusiness, the digital banking division of Russia's Sberbank, launched a federal campaign to attract new marketplace sellers and drive business account openings. The brand sought to transform the seller onboarding experience into an engaging, personalized journey that would motivate small business owners and e-commerce entrepreneurs to activate accounts on the platform.

Solution

An interactive mobile web game combining personality-driven gameplay with competitive mechanics. Players begin with a five-question quiz that identifies their seller archetype—Independent Entrepreneur, Hype Seller, Solution Manager, or Marketplace Captain—creating immediate personalization. Two dynamic gameplay rounds follow: order collection (tapping positive elements to accumulate virtual revenue) and returns avoidance (with escalating difficulty and financial penalties). The game requires no login, allows unlimited replays with built-in UTM tracking, and concludes with a personalized rewards screen featuring Telegram stickers, access to an e-commerce course, and a cashback calculator demonstrating 1% returns when opening a SberBusiness account, with direct calls-to-action for account activation.

Results

The campaign achieved over 3,600 game launches with a 17% click-through rate.