Sela-Land

SELA is one of the largest Russian clothing brands in the mid-range price segment. The brand is present in more than 150 Russian cities, has over 180 retail stores, and is actively developing online sales through its own website and marketplaces. After the departure of international giants (ZARA, H&M, Uniqlo, etc.), the Russian fashion market began to change rapidly, with brands such as Gloria Jeans, O'STIN, and SELA actively taking over the vacated market shares. In a highly competitive market, players are fighting for audience attention through design, comfort, pricing, and marketing innovations.

 The brand's primary goal for 2025 is to visualize the unique Vigge Universe and introduce its inhabitants to the audience through convenient points of interaction. One such location is the SELA mobile app, which features games where children can have fun and earn points for their mothers.

 Our goal was to attract children through simple and accessible games that they would enjoy and want to play again and again. We have created a hub map with three mini-games that introduce children to the Sela-land settlers in a simple and accessible way, regardless of their age. The games are integrated into the app, allowing children to earn points for their mothers while playing, which enhances the family's engagement and makes the brand experience enjoyable and rewarding. We have transformed their daily activity of playing into a tool for earning points. These points can be accumulated and used to purchase clothing, toys, and other brand-related items.

Thus, playtime has ceased to be just entertainment and has become part of the strategy of encouragement and motivation. This creates a sense of achievement and benefit from the game for children, and an additional incentive for parents to involve children in brand activities. This approach strengthens loyalty and contributes to the formation of long-term relationships with the audience through a positive gaming experience.

 As a result, we have: 70,000 players, 24,000 of whom are new accounts; players have withdrawn more than 2.5 million bonuses, resulting in a 31% increase in the average check