Turning a Game Mechanic into a Cultural Trend

When belbet introduced its new Battles feature — letting players challenge each other in head-to-head duels — our goal wasn’t just to promote the update. We wanted to transform this mechanic into a full-blown social phenomenon, something that would make players see gaming in a whole new light.

The concept revolved around bringing the thrill of competition into everyday life. We didn’t want Battles to feel like just another in-game option — we wanted them to be an adrenaline rush, a way to shake up even the dullest day.

To pull this off, Salmon Graphics brought belbet’s characters to life, turning them into bold provocateurs who invaded users’ routines. The key was creating three iconic rival duos, each resonating with a different part of the audience: The Son-in-Law vs. Mother-in-Law – a battle of luck that became a hit with older and family-oriented players. Two Best Friends – their epic showdowns tapped into the younger crowd. The Married Couple – a playful "who’s luckier?" feud that struck a chord with couples nationwide.

We went all-in on immersion, leveraging every possible ad channel — radio, TV, subway banners — even using optical illusions in outdoor ads to make it seem like the characters were actually challenging passersby. Digital ads featured interactive banners for instant duels.

But the real standout was the video content. We produced a series of clips where game characters hijacked users’ daily routines, creating a sense of urgency and pushing them to jump into a Battle right away.

The biggest win? We didn’t just advertise a feature — we created a ritual. Now, saying "I challenge you to a belbet Battle!" feels as natural as asking someone out for coffee. The game mechanic became a reason to connect, compete, and even make new friends.

For us, this project proved how creative execution can completely redefine a product. A few weeks after launch, players were already arguing over who challenged whom first — that’s when we knew we’d succeeded. We didn’t just promote a game; we brought the thrill of competition off the screen and into real life.