"Become A Legend Of Rockubes" - Metaplace In Roblox
Read the story- Brand
- Pyaterochka
- Year
- 2025
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Simulation & Strategy
- Platform
- In-Game
- Agency
- Roblox
Objective
Pyaterochka, a Russian grocery retail chain, partnered with Roblox to engage younger audiences through branded gaming while driving store purchases. The campaign combined physical collectible toys with digital rewards, leveraging the popularity of Roblox among children to boost customer acquisition and retention during the promotional period.
Solution
Pyaterochka developed 'Become a Legend of Rokubsy,' a custom Roblox metaplace featuring territorial progression: players choose a starting base during onboarding (shown short rules and a progression goal), build and upgrade their district to earn coins, compete in PvE/PvP city-arena battles for loot capsules and resources, open capsules for rare Rokubsy characters and upgrade tokens, fill a collection album to unlock new weapons and bonuses, and face off in capture-the-flag team matches for rating points; leaderboards track top players and districts to drive repeat visits. The metaplace remains permanently accessible after the campaign ends, letting players keep developing their district and competing. The experience was tied to a physical collectible campaign: customers who spent 650+ rubles in-store or ordered 1000+ rubles online received magnetic Rokubsy cubes (30 different character designs) with embedded 12-character promo codes; cubes could also be bought separately for 60 rubles or won through partner products. Players entered codes via the Pyaterochka mobile app to access weekly prize draws and a 60-level branded mini-game offering Robux gift cards, gift certificates, and consumer electronics.
Results
The campaign ran from August 26 to October 6, 2025. Prizes included weekly Robux card distributions (100–800 robux), consumer electronics (10 Apple Watch Series 10 units and 5 MacBook Air 15 units), a trip to China, and three iPhone 16 Pro Max devices offered through a Likee dance competition. Prize draws were organized into three categories, open only to Russian citizens aged 18+ residing in Russia.
