"MTS Verse" - Brand Ecosystem In The Metaverse

Objective

Russian telecom operator MTS sought to create a persistent digital lifestyle ecosystem that unifies its diverse services—streaming, music, publishing, and fintech products—into a single immersive 3D environment. The goal was to drive daily user engagement and cross-service discovery through gamification, enabling users to experience MTS's content portfolio without requiring an MTS subscription.

Solution

MTS Verse is a browser-accessible 3D metaverse featuring six distinct themed locations representing different services: a cinema for streaming content (KION integration), a library for book discovery (Stroki), a concert stage for music and performances, an obstacle course marathon for gameplay challenges, a financial hub for banking services and investment products (offering 30% annual interest on deposits), and a mining lobby as the entry point. Players create customizable avatars and earn in-game coins through activities such as mining, completing obstacle courses, answering knowledge quizzes, and participating in location-specific challenges. Earned coins can be redeemed for subscriptions to real services, virtual goods, merchandise, and access to films, music, and audiobooks.