Kiba Challenge Park - Children's Mini-app In Telegram

Objective

MTS aimed to deepen engagement with young audiences and their parents in Russia by creating a safe, family-friendly gaming environment within Telegram. The campaign supported MTS Junior and MTS Junior+ subscriber loyalty through an interactive gaming experience combined with promotional incentives, leveraging the growing popularity of Telegram mini-apps as an engagement channel. Kiba was the debut project of a new in-house game development center MTS launched to enter the video game market, targeting children up to 12 years old; a multiplatform game for adults is also in development, to launch on Telegram first before mobile app stores. Telegram was chosen as the launch platform partly because, per Mediascope, it accounts for 18% of the time children aged 7-11 spend in mobile apps.

Solution

MTS developed a Telegram Mini App featuring Bombardero Crocodile, a meme-culture character aesthetic. The game combines five casual, largely logic-based hyper-casual mini-games, an in-game currency system, and a cosmetics shop for character customization. Players earn currency through gameplay, build their profile, complete seasonal challenges, and participate in social activities within a virtual park. MTS Junior subscribers unlock rewards through a promotional raffle mechanic, providing direct subscription benefits tied to in-game progression. Building the game as a Telegram Mini App let MTS launch faster than a standalone App Store or Google Play release.

Results

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