Beauty Tamagotchi - Web Game With Virtual Pet

Objective

Zolotoe Yabloko, a Russian beauty retail chain, sought to increase customer loyalty and repeat engagement by creating a gamified experience that would introduce players to beauty brands across their assortment. The campaign aimed to convert player interest and participation directly into online purchases while building a stickiness mechanism for their e-commerce platform.

Solution

Digital Lab developed a tamagotchi-style web game integrated into Zolotoe Yabloko's app and website. After onboarding and choosing their elf's baseline stats and progression goals, players raised it through daily challenges and four diverse mini-games, earning in-game currency and experience points. Core mechanics included beauty procedures as a retention loop with timers and streak bonuses for consecutive days, a shop of unique clothing and interior items tied to store brands with quick links to product pages, a social community with reactions and friend systems, a competitive ranking system, and a profile tracking progress, collections, and achievement history with reminders about upcoming events. Players earned prizes—loyalty card bonuses, promo codes, limited-edition items, and in-game bonuses—by caring for their elf and completing tasks, directly connecting gameplay to purchase incentives.

Results

The game engaged 1.5+ million active players who performed 24 million mini-games and completed 23 million beauty procedures, generating 1 million community reactions.