Мармеладыч: "Завод Мармеладыча" - бренд‑мир в Roblox с петами‑мармеладками

Objective

Marmaladych, a Russian confectionery brand, launched a Roblox branded world in October 2025 to engage younger audiences (ages 9–14) not reached through traditional YouTube channels. The primary business objective was to increase sales through gaming engagement, introducing players to the product range while converting gaming interest into actual purchases via in-game promo codes and vouchers.

Solution

The brand created 'Marmaladych Factory,' a Roblox branded world with low-poly aesthetic featuring factory zones, themed districts, and mini-games. Core mechanics include exploration and onboarding tours, quest chains with collection and delivery tasks, collecting rare jellybean-themed pets with rarity tiers, loot boxes with boosts and cosmetics, daily and weekly events, and seasonal updates. Players earned in-game currency (Marmaballys) from quests and could exchange it for avatar skins or discount codes redeemable on the brand's e-commerce site. A key viral mechanic: players wore branded hats and accessories (UGC) across all of Roblox, creating organic word-of-mouth as other players inquired about the items.

Results

The second game in Мармеладыч's Roblox campaign reached approximately 20,000 daily active users with a total of 100,000 visits to the experience. The candy brand invested 5 million rubles in developing the Roblox experience, though specific conversion metrics from gaming to product sales were not disclosed. The campaign was impacted by Russia's blockade of Roblox in December 2025.