On March 12, 2025, the long-anticipated collaboration between Genshin Impact and the Magnit retail chain kicked off, capturing the attention of gamers and shoppers alike across Russia. This initiative, titled "Year of Attraction in Magnit," encompasses the distribution of exclusive merchandise featuring beloved characters from the popular video game, including keychains and figures. The promotion quickly sparked excitement among fans, who gathered to secure new items related to their favorite game.
The promo invites participants of the Magnit Plus loyalty program to receive these special items as rewards for their purchases. Participants earn sachets containing either figures or keychains for every 600 rubles spent at Magnit stores, Magnit Apteka pharmacies, and Magnit Cosmetics outlets. For purchases at larger Magnit Family supermarkets and Magnit Extra stores, customers must spend 1200 rubles to obtain two sachets. This collaborative initiative is set to run until April 22, 2025, providing ample time for fans to collect their favorite characters.
"Our goal is to create engaging experiences for our customers and to introduce them to the incredible world of Genshin Impact," said representatives from Magnit, emphasizing the mutual benefits of the collaboration.
Despite the positive reception, the launch was not without its hiccups. Shortly after the promotion commenced, the Magnit website was overwhelmed by traffic from eager customers hoping to participate. Reports revealed this surge was not due to technical malfunctions like DDoS attacks but rather the immense interest generated by the promotion. After over six hours of downtime, it became evident the store underestimated the potential influx of users excited about the collaboration. A company insider commented, "We did not foresee the incredible response this partnership would garner."
Adding to the promotion's notoriety, fans quickly discovered and shared promotional materials containing translation errors—such as the character Lumin being translated as "Lumine" and Iter as "Ester." These mistakes quickly turned memes on social platforms, prompting comments about the "shameful" execution of the collaborative marketing campaign. Some users noted, "It’s all part of the fun; we can laugh about it as fans of the game."
The special merchandise collection boasts 21 distinct items featuring characters like Paimon, Tartaglia, Hu Tao, Iter, and Lumin, alongside those notable slimes and hilichurls popular within the game. Customers who make purchases are also eligible to receive promo codes for 30 Source Stones and other valuable in-game items through the Magnit app, with promotional codes offered on a limited basis.
Beyond physical merchandise, the promotion also includes engagements like the Day of Exchange slated for April 5, where players can trade figures or keychains at over 90 Magnit locations across various cities, allowing dedicated fans to expand their collections and connect with fellow enthusiasts.
This collaboration highlights the significant cultural impact of video games like Genshin Impact, which, according to reports, have amassed around 60 million monthly players worldwide. The game's popularity has solidified its place within the marketplace, particularly among Russia’s youth. Notably, Genshin Impact was recognized as the most popular game among users of the Russian social platform VKontakte during 2022 and 2023.
Magnit’s recent associations with games have proven successful, showcasing the effectiveness of cross-promotion with gaming titles. Similar collaborations have occurred, like with Dodo Pizza which previously launched limited-edition merchandise tied to Genshin Impact. That effort proved so popular it had to end prematurely due to high demand.
The excitement surrounding the current Magnit and Genshin Impact event not only reflects fan enthusiasm but also demonstrates the lucrative potential for retailers who seek innovative ways to engage with consumers through beloved cultural phenomena. With the promotion expected to sustain momentum until its conclusion, both Magnit and Genshin Impact look forward to fostering stronger connections with their audiences through this collaborative endeavor.