"Bristol's Game" - A World Of Knights, Battles And Magic In Bristol App Mini Game

Objective

Bristol, a major Russian alcohol retail chain with over 60 billion rubles in annual revenue, launched 'The Game of Bristols' as a 10th-anniversary initiative to boost customer engagement and drive app adoption. The primary objective was to increase purchase frequency and user acquisition through an integrated gaming experience that connected in-app gameplay to physical store purchases and loyalty rewards.

Solution

A fantasy-themed match-3 game embedded in the Bristol mobile app, first launched in 2022 for the brand's 10th anniversary (that initial run closed December 13, 2022) and later reactivated as seasonal editions — its title, 'Game of Bristols', plays on 'Game of Thrones'. Players choose once per season from four clans — Kolbanisters, Energyoi, Snerki, and Birgariens — each tied to a product category, and battle monsters (goblins, kikimoras, trolls, leshy, dragons) in match-3 'contract' battles. The game featured three free daily tasks with additional challenges unlocked through in-store purchases over 700 rubles. Coins were also earned by inviting friends (up to 5 invites, 500 coins each) and could be spent in an in-game shop on health/strength/stamina upgrades or exchanged for retail discounts. Chests earned through play contained boosters and real discount coupons. Dual rating systems (personal and clan-based) provided progression tracking. A seasonal variant (Game of Bristols 2.0) ran from October 2025 to January 2026, offering weekly monetary certificates and discount coupons (up to 70% off), plus monthly prizes including vineyard trips to Chile, Spain, Japan, Georgia, and Altai.

Results

707,502 registered users within the campaign period. Generated 23+ million gaming sessions. Achieved a 14.3% increase in active app users. Nearly 600,000 non-game discount coupons were redeemed. The campaign successfully created a hybrid experience connecting virtual rewards to physical retail redemptions.