As part of the announcement of Cut the Rope: Magic, the Russian studio ZeptoLab announced close cooperation with the mobile operator VimpelCom.
As reported in the official press release, “in the Russian version of the puzzle, players will be able to help Am Nyam with various in-game bonuses “Beeline”.”
Moreover, if subscribers of this mobile operator pass the first 10 levels of the game, they will receive 300 MB of free Internet traffic.
And if the last feature is intended exclusively for VimpelCom subscribers, then Beeline bonuses will be available to all users.
Maxim Petrov, Product Director of ZeptoLab, also gave us a short interview in connection with cooperation with a mobile operator.
App2Top.ru : Who was the initiator of the action with Beeline?Maxim Petrov:
We have been actively communicating with the Beeline team for a long time. There was always a desire to make some big story together. So it was a joint initiative. It was interesting for us to give the maximum number of people the opportunity to play the new Cut the Rope, and Beeline is interested in getting as much of their audience as possible acquainted with new and interesting mobile games. The goals coincided as part of the release of our most beautiful game – Cut the Rope: Magic
App2Top.ru : What is the purpose of the promotion? Stimulating game downloads by network subscribers?Maxim Petrov: The purpose of the campaign is to give the maximum number of people to enjoy a good game on the best terms.
In addition, this is an extremely interesting experiment for both us and Beeline. It was interesting for us to try how the format of deep marketing integration of the brand into the game will work in Russia. We have extensive experience of such campaigns in the US, Europe and the Middle East, but no one has done this in Russia, so it became interesting for both Beeline and us to try this format on our “home” market.
App2Top.ru : Will Beeline promote the game in any way?Maxim Petrov: Yes, the promotion will be both online and offline – on TV, in outdoor advertising, in sales offices and through other channels.
This whole story is a big and very interesting joint project, interesting both from an industrial point of view and from the point of view of pleasure for the end user.