The Ukrainian brewery «Umanpyvo» has been integrated into the online role-playing game Ukraine GTA: a virtual brand store has appeared in the project, where players can buy drinks and use them within the gameplay.
The Ukrainian brewery «Umanpyvo» has been integrated into the online role-playing game Ukraine GTA: a virtual brand store has appeared in the project, where players can buy drinks and use them within the gameplay.
According to the company’s press release, Ukraine GTA has gathered over 300,000 registered players during its existence. Umanpivo became the first brewery to be featured in the game. The virtual store recreates the look of the brand’s real retail locations: for this purpose, the company provided developers with 3D models of its offline stores to preserve the authentic design in the digital environment.
The first results of the integration are already visible. More than 5,500 players have used the virtual store, purchasing a total of almost 12,000 drinks. The company explains that such a presence in the game allows the brand to be part of players' daily scenarios, rather than a separate advertising insert.
Umanpivo has joined the list of more than 30 Ukrainian brands integrated into Ukraine GTA. Among them are retail chains ATB, Silpo and Fora, telecom operators Kyivstar and lifecell, PrivatBank, WOG and OKKO gas station chains, as well as Puzata Khata restaurants. The company notes that this is not the first experience in gaming marketing: the brewery previously collaborated with Twitch and plans to develop similar formats in the future.
This is a Ukrainian roleplay project based on GTA: San Andreas using the Multi Theft Auto (MTA) platform. The game recreates a virtual model of Ukraine with real cities, infrastructure and everyday life scenarios. The project is focused on role-playing interaction of players and allows brands to integrate directly into the gameplay — through shops, services and objects of the urban environment. The Umanpivo brewery has been operating in the city of Uman since 1878 and specializes in the production of classic and craft beer, as well as ciders and lemonades, including experimental varieties.
Previously, dev.ua wrote about how the Kyiv Commercial Court took up the dispute between Ukraine Games LLC and UA Online LLC with three UA Online developers: the plaintiff insists that the mobile game uses elements from his computer program «Video Game UKRAINE GTA» and asks to stop the violation and recover UAH 2.4 million.
