Product Quest
Open the game- Brand
- Samokat
- Objective
- Sales
- Industry
- Retail
- Mechanic
- Puzzle
- Agency
- Trend Surfers
Objective
Samokat is a Russian rapid-delivery grocery service competing in the crowded quick-commerce market with a focus on private-label products. The campaign aimed to build brand awareness and educate customers about the branded product line through entertainment. By creating an RPG-themed game, Samokat sought to drive product discovery, engagement, and ultimately purchase conversion among a broad audience.
Solution
The campaign deployed an RPG-style interactive game where Samokat's private-label food and household products transformed into adventure heroes with card-based abilities. Players progressed through quests involving tactical battles and strategic character deployment. The visual design combined comic-book aesthetics with commercial product illustration, drawing inspiration from collectible card games like Hearthstone and Russian fairy tales. Game progression unlocked promotional codes redeemable for purchasing the featured products, creating a direct conversion pathway from entertainment to e-commerce transactions.
Results
76,869 users launched the game, with 63,273 completing gameplay. The campaign distributed 41,108 promotional codes, indicating strong conversion of engagement into purchase intent. Player retention was notably high, with only a 4.3% drop-off rate after initial entry.
