The ATB network’s mobile application attracted over a million new users thanks to a joint promotional campaign based on the Ukrainian game STALKER 2. The project demonstrated record engagement rates, and the initial print run of the printed almanac was sold out in a few days.
The ATB network’s mobile application attracted over a million new users thanks to a joint promotional campaign based on the Ukrainian game STALKER 2. The project demonstrated record engagement rates, and the initial print run of the printed almanac was sold out in a few days.
The project was prepared over a period of nine months. The key figures and results of the campaign were shared by ATB Corporation CEO Boris Markov on his Facebook page:
over 1 million new users registered on the ATB mobile application;
The first edition of the interactive almanac «STALKER 2 Memory of the Zone» in 20,500 copies was completely sold out in four days;
7.5 million trading cards were sold in the retail network in the first month of the promotion alone;
The thematic promotional post on social media garnered over 5.6 million views.
The hype surrounding the printed edition led to a shortage and the emergence of resellers on the secondary market, who offered the book at a markup of up to 500%. To resolve the situation, the retailer introduced a system of personal queues and met demand through pre-orders. In total, the chain ordered an additional print run of more than 100,000 almanacs — five times more than originally planned. The company also released a limited additional print run of cards in the amount of 4.1 million pieces.
According to GSC Game World representatives, the idea of creating a physical almanac belonged to partners from Loyalty Games and ATB, who proposed a ready-made concept for expanding the game universe through retail. The main work on the artbook content, its design and interactive elements was carried out by the Loyalty Games team, while the game developers acted as consultants and monitored compliance with the series canon.
«For us, this project was not about profit at all from the very beginning. It is, first of all, an opportunity to thank the Ukrainian community for years of support. Therefore, it was especially important that this initiative was implemented at home, in Ukraine. After all, STALKER has long become something more than a game — it is a whole culture with its own history,» GSC Game World noted.
The studio added that they are impressed by the audience’s reaction and are open to considering similar partnerships in the future, but for now they are focused on fulfilling their current commitments to players.
Previously, the ATB chain officially announced the completion of a joint promotion with the developers of the game STALKER 2, which was supposed to last until June 9, due to the full sale of the planned volumes of goods.
ATB later announced that an additional edition of trading cards would be available in its stores, which would help fans complete the collection of full sets in thematic almanacs.
