Новогодняя мобильная игра | 2D-дизайн и геймификация

About project:

This interactive mobile game was developed in the lead-up to the New Year holidays as part of a customer loyalty program for a major supermarket chain. The project aimed to immerse users in a festive atmosphere while also driving

in-store sales during the busy holiday season. By completing game levels, players earned real-world rewards in the form of store discounts — effectively connecting digital engagement with offline purchases and boosting customer activity.

The gameplay featured simple yet engaging mechanics. At the center

of the experience is Ded Moroz, the Slavic counterpart of Santa Claus. Players help him collect useful items while avoiding obstacles, and an additional

card-matching mini-game adds variety and keeps the experience fresh.

Special attention was given to the visual style. Game assets were initially generated using AI, then stylized and refined manually. This hybrid approach enabled the team to produce a large volume of high-quality, festive content within tight holiday deadlines.

Client: Komandor

Studio: CHIPSA

Sketch and stylization:

One of the key stages in game development was creating unique items

and locations that convey the festive atmosphere and highlight the distinctive style of each retail chain. To achieve this, we used a hand-drawn sketching method — at the first stage, artists created object and environment sketches

by hand.

The next step was styling: the sketches were given a vivid visual treatment that matched the overall aesthetic of the project and enhanced the festive mood.

This approach helped create a bright and cohesive visual identity for the game.​​​​​​​

Level map:

To make the game more engaging and structured, we designed a level map that represents Ded Moroz’s journey through three stores of the client’s retail chain: "Komandor," "Horoshii," and "Allea." 

These stores were seamlessly integrated into the gameplay to create a sense of continuity and establish a strong brand association in the players’ minds. This way, the mention of the specific retail chain became embedded in the user experience through interactive engagement.

Main game:

The player feels like a true helper of Ded Moroz, rushing to get everything ready for the holidays. Every collected item brings the store closer to its perfect festive look, creating a sense of fulfilling an important mission.

In addition, completing tasks rewards players with real bonuses — discounts in the same stores, which boosts motivation and connects the gaming experience with offline shopping.

Bonus game:

As part of the project, we developed a mini-game that complements the main runner and adds variety to the gameplay. It’s a classic memory game where

the player flips cards to find matching pairs of identical items.

Art Direction: Alexandr Pedchenko

Design: Evgeniya Zhalnina, Marina Kuklina, Egor Limonov

Management: Maria Evlanova