X5 Group: "Мультивселенная карьеры X5" - веб-игра для знакомства с работодателем

Objective

X5 Group, Russia's largest retail holding with 18 subsidiary brands, needed to position itself as a diverse career opportunity platform ahead of the HeadHunter employer rating competition. The company aimed to shift its public perception from 'neighborhood stores' to a modern, tech-forward employer offering varied career paths across its portfolio of retail, e-commerce, and service brands.

Solution

Nectarin created an interactive web game called 'Multiverse of X5 Career' where players select a character and navigate through a fantastical 'giant house' with 18 floors—each representing a different X5 subsidiary brand (Pyaterochka, Perekrestok, Magnit, Eldorado, Vprok.ru, and others). On each floor, players complete mini-tasks that introduce them to job roles and career paths within that brand. Tasks reward players with points and unlock direct links to actual job postings and voting portals for the HeadHunter rating. The game is optimized for both mobile and desktop devices.

Results

The campaign achieved over 190,000 clicks and more than 125,000 target conversions.