"Planet Of Rastizaurs" - Metaverse In Roblox
View the case- Brand
- Rastishka
- Year
- 2025
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Adventure & Quest
- Platform
- In-Game
- Agency
- DVOR Studio
Objective
Rastishka, a Russian children's dairy brand by Danone, underwent a major rebranding introducing new mascot characters called Rastizavrs. The campaign aimed to introduce these mascots and updated visual identity to children through an immersive digital platform while leveraging Roblox as a sustained engagement channel, with product packaging QR codes directing players to the metaverse.
Solution
DVOR Studio developed a Roblox metaverse world launched July 2, 2025, featuring six distinct themed locations with unique mini-games, scavenger hunts, skateboarding, dancing, and obstacle courses. Players select and customize a Rastizavr character (Rasty, Klipa, Fich, or Dinny) that 'grows' with them throughout gameplay. Core mechanic involves collecting 'calcium' (Ca) growth points by completing activities and mini-games. User-generated content (UGC) cosmetics are purchasable with Robux, creating engagement loops. Product integration was direct: QR codes printed on Rastishka yogurt packaging link children to the Roblox world, connecting physical products to digital progression and rewards.
Results
The game accumulated 1,249,639+ visits since launch on July 2, 2025. Player rating reached 82% with 550 upvotes and 113 downvotes on RobloxGo platform.
