Альфа-Банк: "Камень, ножницы, бумага и кэшбэк" - финансовая веб-дуэль

Objective

Alfa Bank sought to make cashback tangible and increase customer app engagement among cardholders by transforming a classic game into a competitive, rewards-driven experience. The campaign positioned gamification as a way to drive session frequency and repeat interactions with the bank's mobile application while creating a premium brand experience through 3D design.

Solution

A multiplayer rock-paper-scissors game embedded in the Alfa Bank mobile app where players stake cashback points to compete against real opponents in real-time matches. Players customize their avatars with cosmetic accessories (nail polish, bracelets, Alfa's signature 'Alfa Ring'), play best-of-five rounds against matched opponents, and withdraw winnings upon meeting conditions (5+ games played, ₽1,500 monthly spending, 500+ point minimum balance). The game features a minimalist 3D interface with Alfa's signature red accents and offers both cash and cosmetic rewards. Matches run 4 hours apart with a maximum of 5 games daily.

Results

The campaign ran through January 30, 2026. User reviews averaged 2.7/5 stars, with common complaints about app performance and loading issues, though the game concept received positive reception from some players.