The aTraction Park in “the Beyond”

Client:

Silpo is one of Ukraine’s leading grocery retailers, known for its concept supermarkets. The chain brings its approach to customer experience into digital as well. By opening the gateway to “the Beyond”, Silpo is changing the rules of online retail.

“The Beyond” is a standalone game world in the Silpo mobile app, created by the chain’s own team. It has its own lore, quirky “creature” characters, six cults based on taste preferences, quests, and team competitions.

Challenge:

 Silpo builds relationships with its guests not only through selling products, but also through emotions and humor. “The Beyond” was meant to become a place guests visit not only to shop, but to laugh, unwind, and support their cult. The more active the followers are, the bigger their cult’s idol grows, and the better the offers become.

Our work didn’t start with developing specific games. First, we needed to find mechanics that are clear from the first tap, fit into a single minute, speak the language of “the Beyond”, and give the player a contribution to their cult’s progress every time.

We worked out the game formats, the logic of competition, and the link to the cult system and real purchases, and on that foundation we shaped the concept of the aTraction Park: five mini-games inside “the Beyond”.

As part of the project, we:

• developed the concept and game design of the aTraction Park;
• created five mini-games in the style and humor of “the Beyond”;
• built two single-player formats for short breaks during the day;
• developed three multiplayer bonduels, played with a friend or a random opponent;
• integrated the games into the progression system of “the Beyond”: superstibonuses, cult points, quests, and player rankings.

Business Goals:

Solution:

A minute that brings you back to the app
Tapioca and Shout at the Receipt are two single-player games for short breaks. In the first, you tap the pearls as fast as you can, and the rest of the world can wait. In the second, you finally get to tell your receipt exactly what you think of it: after a purchase at Silpo, the receipt comes to life in the game.

This way, a short break during the day becomes a reason to open the app, and an ordinary receipt becomes a reason to play.

A reason to play one more round
Watermelon, Scissors, Leaf; Bullseye; and Yum! Yuck! are three multiplayer bonduels where you can challenge a friend or take on a random opponent. These familiar mechanics, reimagined in the language of “the Beyond”, need no explanation and hook players from the very first round.

Competition creates a natural return loop: win a rematch, invite a friend, or see who’s stronger today.

Every game works for your cult
Wins and activity earn players superstibonuses and points for their cults, while they complete quests and climb the rankings. Because even in the Beyond, you’ve got to support your own.

This way, personal fun works toward a team result, and a growing cult means better offers in players’ favorite product categories.

Results:

(this section will be updated)
The aTraction Park became more than a set of mini-games. It is the playful heart of “the Beyond”: a place that gives guests a reason to come back to the Silpo app every day. Short sessions, bonduels, contributions to the cult, and the link to real purchases all serve one goal: making people want to open the app, even when their shopping list is empty.