A joint campaign by GSC Game World—owned by Maksym Krippa—ATB-Market, and Loyalty Games, based on the S.T.A.L.K.E.R. 2 universe, has been shortlisted for the prestigious European Loyalty Awards.
The Ukrainian studio announced this on its social media channels.
The campaign is in the running for awards in two categories: Best Short-Term Loyalty Initiative and Best Loyalty Partnership – Europe.
The European Loyalty Awards recognize the most successful European projects in the fields of loyalty programs, customer engagement, and partnership marketing initiatives. The awards were established as a specialized platform for the European market through a collaboration between the International Loyalty Awards and the European Bonus Awards. According to the organizers, its goal is to recognize companies that demonstrate best practices in customer loyalty, implement innovative solutions, and set new standards for the entire industry.
The nomination serves as yet another confirmation of the campaign’s scale, which generated significant buzz among Ukrainian fans right from the start. The first print run of the interactive S.T.A.L.K.E.R. 2 almanac, which accompanied the promotion at ATB stores, virtually disappeared from the shelves in a matter of days. The publication quickly became hard to find, and demand significantly exceeded the organizers’ initial expectations.
Record-breaking results for the S.T.A.L.K.E.R. 2 campaign at ATB
Earlier, ATB Board Member Borys Markov discussed the results of the chain’s collaboration with GSC Game World. According to him, preparation for the multimedia project took nine months, and the first print run of the interactive almanac—more than 20,500 copies—sold out completely in just four days. This became the most successful promotional campaign in the company’s history.
Due to the extraordinary interest from customers, ATB had to increase the almanac’s print run fivefold compared to initial plans. Overall, the campaign generated over 5.6 million views of themed posts on social media, attracted over one million new users to the ATB app, and 7.5 million collectible cards were sold online in just the first month. Subsequently, the company released an additional 4.1 million limited-edition cards and over 100,000 almanacs for customers who had placed advance orders.
Despite the additional print run, interest in the promotion remains high. Some customers are still waiting for their almanacs, while collectible cards from the new print run are available in the chain’s stores.
Two nominations for the European Loyalty Awards, along with the campaign’s commercial results, demonstrate that the collaboration between GSC Game World, ATB-Market, and Loyalty Games has gone far beyond a typical promotional campaign, becoming one of the most notable marketing projects on the Ukrainian market in recent years.