Билайн: "Охотники на мошенников" - игровая локация в Minecraft

Objective

Beeline, Russia's major telecom provider, launched this campaign to educate young gamers about cybersecurity fraud schemes while building brand equity as a technology leader. The initiative aimed to introduce players to Beeline's "My Security" service and establish the brand's position in digital safety awareness among Gen Z and younger audiences.

Solution

Beeline created a custom Minecraft world featuring ScamCity, a virtual detective adventure where players hunt for scammers and uncover real fraud schemes. The game integrated OpenAI's ChatGPT to enable unlimited conversations with 800+ AI-driven NPC residents, each capable of meaningful dialogue about genuine scam tactics. Players used five in-game security boosters—inspired by Beeline's actual security service features—to catch criminals and identify 100+ real fraud schemes ranging from spoofed phone numbers and fake bank calls to phishing and counterfeit websites. The reward system offered in-game currency (honeycomb cells) redeemable for Beeline store promo codes, with deeper discounts for active players. A weekly leaderboard featured top three hunters winning real prizes including luminescent gaming gadgets and branded merchandise. The campaign ran for four months (launched May 20, 2025) with support from a Telegram bot for gameplay and push notifications.

Results

The campaign attracted 7,000+ active players and generated 100,000+ in-game arrests of virtual scammers. Players engaged in 200,000+ conversations with NPC characters, with average session duration of 25 minutes. The campaign achieved 18+ million user reach across Beeline's marketing channels.