Genshin Impact x Magnit: a New Wave of Collectible Promotions
Magnit, among Russia’s leading retailers, has launched a high-profile collaboration with the globally popular action role-playing game Genshin Impact to promote limited edition merchandise. The promotional campaign has drawn shoppers across the country, catching attention in stores and online and signaling a shift toward game-themed retail experiences. Retail analysts note the partnership taps into Genshin Impact’s fan base and aligns with a broader trend of entertainment crossovers in Russia, where retailers increasingly use collectible incentives to boost foot traffic and basket size while leveraging the familiarity of a widely loved franchise. The program rolled out across Magnit’s network with posters, shelf displays, and hands-on demonstrations designed to immerse customers in the crossover experience.
Under the promotion’s terms, customers who spend a set amount on eligible products receive a small figurine bearing the face of a Genshin Impact hero. The figurines are compact collectibles designed to appeal to devoted fans and curious families alike. The offer spans a broad range of items, letting shoppers grow their figurine collection by purchasing different promotional products. The mix of groceries and licensed merchandise aims to encourage longer store visits and larger baskets, turning ordinary shopping into a mini game for fans of the title.
When customers buy certain promotional items, additional figures can be unlocked, and chances to win prizes tied to popular characters are presented. Families with children are especially drawn to the program, as it offers a tangible way to engage youngsters with a favorite character and can become a talking point for parents about blending everyday shopping with entertainment.
A Magnit spokesperson noted strong early participation, estimating more than two million customer interactions within the first 48 hours of the campaign. The figure underscores both the lively response from shoppers and the enduring appeal of Genshin Impact’s characters. Management emphasized that the promotion is meant to reward steady shoppers while inviting new customers to explore the assortment and the game tie-in. The scale of the early response highlights the growing appetite for connected promotions that blend retail and gaming experiences.
The collaboration fits into a wider pattern of game-led promotions in Russia. In the past, the Dodo Pizza chain ran a tie-in with Genshin Impact, and other Hoyoverse titles have seen similar cross-promotions in the retail sector. The practice shows how global games and local retailers coordinate to reach diverse audiences, from hardcore gamers to families seeking affordable, engaging deals.
Earlier media reports highlighted concerns about a recent development from the game’s creators, prompting coverage across markets. The attention underscores the risk and unpredictability of live-service titles when promotions depend on new content. Still, Magnit’s Genshin Impact program demonstrates how retailers can capitalize on fan interest by offering collectible incentives tied to a popular franchise.
For North American markets such as Canada and the United States, retailers are adopting similar licensed merchandise crossovers to attract families and fans. While the context differs, the underlying idea remains the same: fans respond to familiar franchises and collectible items that offer tangible value and a sense of connection.
Overall, the Magnit and Genshin Impact collaboration illustrates how a retailer can turn everyday shopping into an experience that blends consumer goods with gaming culture. The program leverages fan enthusiasm by tying collectible figures to a well-known franchise, creating repeat visits and opportunities to discover new products.