Kinopoisk World - Brand World In Roblox

Objective

Kinopoisk aimed to communicate with Generation Alpha users in their native digital environment—Roblox—where children were already spending significant time. The campaign introduced audiences to major film franchises and TV series owned by Kinopoisk while establishing brand loyalty among younger viewers through interactive gameplay, all within a safe, parent-approved, donation-free environment compliant with Roblox's 6+ audience rules.

Solution

Kinopoisk partnered with Trend Surfers to create "Mir Kinopoiska" (Kinopoisk World), a branded metaverse hub on Roblox featuring an interactive cinema with a virtual museum displaying film artifacts, a stage for live Q&A sessions with actors from the "Eterna" series, and themed mini-games. The world launched with three franchise zones (Eterna, Major Grom, The Others), later expanding to seven. Players progressed through quest checkpoints using an in-game currency called "Vaybiki" (earned in mini-games, spent on branded avatar clothing), took a film quiz, competed on leaderboards for weekly Robux rewards, and collected posters, rare items, and cosmetic avatar rewards. Daily and seasonal time-limited challenges, plus limited-edition UGC items for completing quests, encouraged repeat visits. Seven franchise zones offered games based on Major Grom (criminal chases through St. Petersburg, boxing matches, a gym), Eterna (fencing duels), The Others (obstacle courses), Cybervillage (races on "cyber-loaves"), The King and the Jester (rock-bar-style lobby with a rhythm game), Luana (maze with chickens), and Barsukov (memory game). A virtual character named Synulya from the animated series Explainers served as guide. The experience maintained zero-payment mechanics to ensure child safety.

Results

The Kinopoisk World on Roblox achieved 296,000 visits. The case received press coverage across Russian media outlets including RG.ru, Trashbox, Gamer.ru, KinoTV, and Licensinginrussia.ru. No additional performance metrics such as daily active users, average session duration, or engagement conversion data were publicly disclosed.