"Family Detective" - Mini Game In The Bank App

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 plus one hint, where players spotted details in illustrated scenes and answered multiple-choice riddles; questions were woven around everyday scenarios of using a Family Card. 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. After each session, a results screen showed session totals with CTAs to keep playing, register a Family Card, or view the draw's terms.

Results

The campaign reached 1.8 million players, with an average session length of over 7 minutes. 24% of players completed the game to the end, and 65,000 users met the entry conditions and took part in the final prize draw. Engagement was also documented on community review platforms including OtzoVik.com, where the game received a 5.0 rating and generated 8 comments on the primary review. Specific metrics on conversion to Family Card adoption or revenue impact were not disclosed publicly.