Сбер х Grand Mobile: "Деньги от Сбера" - in‑app активация в Grand Mobile

Objective

Sber, a major Russian bank, sought to drive awareness and customer acquisition for its debit card through branded in-game integration. The campaign leveraged the popularity of Grand Mobile, a mobile MMORPG, as a platform to reach engaged players with banking services and incentivize card sign-ups through exclusive virtual rewards.

Solution

Sber created a comprehensive in-game takeover featuring a virtual bank branch replica with branded staff within Grand Mobile's city environment, complemented by billboards and transit advertising throughout the game world. Players accessed the "Money from Sber" quest through two narrative paths: an armored vehicle mini-game offering a permanent garage addition, or a character customization track earning SberCoins for cosmetics. An embedded banking app within the game enabled players to conduct transfers and bill payments as part of quest progression. Completion rewards included unique vehicle skins, while real debit card or SberPrime subscription sign-ups unlocked limited-edition luxury-class vehicles with branded Sber brake-light projections.

Results

Campaign duration: July 5 – August 5, 2025. Organizers reported the integration as the largest banking brand partnership in mobile gaming history. Specific engagement metrics, player conversion rates, or card acquisition numbers were not publicly disclosed.