Самокат: "Крошечка" - Play‑to‑earn кликер в Телеграм

Objective

Samokat, Russia's leading food delivery service, sought to engage younger users through interactive gamification and drive customer acquisition. The campaign aimed to position the brand as modern and tech-savvy by creating a branded clicker game that would foster daily habit-forming engagement and introduce users to promotional offers.

Solution

Kroshechka is a Telegram mini-app and in-app clicker game where players tap daily to grow an animated character from raw dough into finished pastries (croissants, buns, or Moscow plushka). Each tap earns 'crunchies' (digital currency) that unlock discount codes for Samokat orders. Rewards include 300 rubles off first order, 10% off any purchase, and 20% off ice cream. The game emphasizes character-driven design with playful 'bread language' to differentiate from other clickers. Later updates introduced a secret chocolate character, character showcase display, and an advertising cabinet for partners. Accessible via @smkt_kroshka_bot on Telegram and integrated into the Samokat mobile app.

Results

The campaign attracted over 120,000 users and the game quickly resonated with players. However, no data on daily engagement patterns, retention, or sustained growth metrics are available in the sources.