Яндекс Маркет: "Игротека 11.11" - адвент с мини‑играми в приложении

Objective

Yandex Market aimed to drive traffic and increase purchase frequency during the highly competitive 11.11 shopping festival (China's Singles' Day equivalent) in Russia. The "Game Collection" (Igroteka) gamification strategy was designed to extend user session duration, create daily engagement rituals through the mobile app, and convert frequent visits into completed transactions with incentivized rewards.

Solution

Yandex Market deployed an in-app advent-style game arcade with seven rotating mini-games (Flappy Bird, Doodle Jump, Match-3, Tower, 2048, Reverse Doodle Jump, Bubble Shooter) unlocked daily during the campaign period. Players accumulated virtual "batteries" (points) by completing daily challenges and achieving three performance tiers (gold/silver/bronze medals) within each game. Earned batteries exchanged for promotional codes (ranging from 500₽ to higher denominations), entry into sweepstakes for electronics (iPhone 17, MacBook Air, PlayStation 5 Pro, Dyson stylers), and a potential 1M₽ super-prize. Weekly visual refreshes sustained novelty despite recurring game mechanics. The game was accessible exclusively within the mobile app with daily notifications driving return visits.

Results

The 11.11 sale period (November 8–11, 2025) significantly outperformed 2024: marketplace turnover on peak day (November 11) grew 1.4× year-over-year and nearly 3× above November's daily average. Furniture (+2.1×), auto parts (+1.9×), appliances (+1.8×), and apparel (+1.6×) categories drove growth. Requests to the platform's AI assistant surged 3× during the sale window. Specific metrics for Game Collection participant count, average session duration, or isolated impact on conversion rates were not published.