Т-Банк х КХЛ: "Т‑Арена" - веб‑игра с прокачкой персонажа и заданиями от банка

Objective

T-Bank sought to deepen engagement with KHL hockey fans while demonstrating the athletic skills valued in professional hockey. The bank needed to promote its financial services (CloudTips, Tinkoff Pay, travel bot) in an entertainment context that would drive user activation and retention while creating a memorable brand experience tied to the sport.

Solution

The project delivered a web-based RPG where players created characters with attributes generated from their spending patterns. Players progressed through 24 arena levels by earning energy via mini-games, daily tasks, and friend referrals. Each arena appearance presented three narrative match situations requiring attribute-based decisions, with outcomes determined by dice rolls modified by skill progression (attributes scaled +1 to +5 bonuses). Two skill-based mini-games—obstacle dodging and target shooting—provided daily energy. T-Bank service tasks (spending, enabling Tinkoff Pay, subscribing to bots) were woven into missions, each granting 5–40 energy points. Skill distribution was flexible, allowing players to specialize or diversify attributes before each arena attempt. Prize pool of 3 million rubles included KHL Cup Ggagarin tickets, merchandise, and cashback, with win probability increasing by arena level progression.

Results

Not published.