beeline has been speaking the same language as gamers for years — the audience that doesn't respond to standard advertising. In 2024, ComNews Research named us the safest mobile operator. And we needed to make sure gamers recognized it too.
Problem
We knew the main challenge was to engage gamers in cyber safety by creating both entertaining and educational content. So when we heard the first rumors about the upcoming Minecraft movie, we knew this was our chance.
Solution
2025 was the year of Minecraft madness. The whole world was waiting, playing the game, going to the cinema, and throwing popcorn with excitement. beeline decided to use this hype to remind fans about cyber safety in a way no one had done before! Introducing: "Scambusters". This is a unique detective game with AI integration that teaches gamers how not to become victims of phone scammers. We built Scamcity with 800 NPC-residents. Each one of them got scammed, and players had to find the scammer by learning one of 100 real schemes. The main feature? You could talk to any NPC. Because we brought ALL CHARACTERS to life with AI, even before the big game studios did. At first, players were just learning about scams, but soon they were chatting about anything — from coding and memes or even asked for the perfect okroshka soup recipe. Streamers were flooded with questions from their viewers and passed them to the AI — turning the game into a live show. Players also caught scammers using boosters based on beeline’s service "my safety", learned more about safe digital tools, searched for Easter eggs and hidden promo codes around the city, made Minecraft-style AI avatars — and won real prizes from beeline. We even brought players from other fan-made Minecraft servers by sending a few "escaped scammers" into their worlds. Whoever caught them was invited to join the official Scambusters on our server. As a result, we rode the Minecraft hype wave and helped gamers think about cyber safety!
Result
>7 000 players >100 000 scammers caught >200 000 conversations 25 min — average game session >18 000 000 — project reach
