Альфа-Банк: "Семейный детектив" - мини‑игра в приложении банка

Objective

Alfa-Bank sought to increase adoption of its Family Card product and boost daily app engagement among existing customers. The campaign aimed to create an emotional connection beyond traditional banking incentives through interactive entertainment, encouraging repeat app visits and product trials during February–March 2025.

Solution

A 15-room detective-themed puzzle game embedded in the Alfa-Bank mobile app (Alfa-Mobile) and web platform (Alfa-Klick). Each room presented three logic-based questions where players spotted details in illustrated scenes and answered multiple-choice riddles. Players earned one star per correct answer; reaching 25 stars and opening a Family Card granted entry to a grand-prize draw offering 10 million rubles in total winnings (10 winners × 100,000 rubles each). Instant cashback of 100–6,000 rubles was awarded randomly during gameplay to drive engagement. The game rolled out one new room daily but kept all rooms accessible simultaneously.

Results

User engagement was documented on community review platforms including OtzoVik.com, where the game received a 5.0 rating and generated community discussion with 8 comments on the primary review. Specific metrics on total participants, conversion to Family Card adoption, or revenue impact were not disclosed publicly.