Alfa Games

History

2025: Launch of Video Game Development Platform

Alfa Bank launched its own video game development platform, Alfa Games, after years of working with external contractors. The platform is based on artificial intelligence and allows the bank to independently release and support games to increase customer loyalty. The company announced this in June 2025.

According to Forbes, the decision to switch to its own development arose due to problems with the integration of the infrastructures of contractors and the bank. Projects with external developers could not be made personalized, some worked unstable. Nikolai Manelov, Head of the Directorate for the Development and Optimization of Online Traffic at Alfa-Bank, noted that customers expect more from companies than only specialized goods and services.

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Фото: Unsplash

The head of the marketing department of game mechanics at Alfa-Bank, Sergei Nikolaev, explained that the difficulty lies in the autonomous operation of the systems of various bank products. For new tasks to appear in games, a lot of technical integration work is required, which is carried out by the Alfa Games team.

The platform solves four main tasks. The first is integration with banking systems to integrate the company's services and products into the gameplay. The second is the personalization of tasks and prizes through the analysis of user preferences using AI models. The third is the processing of game algorithms in real time for instant updates of ratings and awards. The fourth is to provide a high level of player support through a specially designed interface for contact center operators.

In March-April 2025, the bank held a 35-day game "Alchemy of Shares" with a prize fund of ₽15 million. The game broke user engagement records and became one of the most popular in the history of gamification in the bank. The mechanics referred to the classic "Alchemy," where players connected elements to create new ones.^[1]

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