A joint marketing campaign created by GSC Game World, owned by Ukrainian entrepreneur Maksym Krippa, together with retail chain ATB and Loyalty Games, has been shortlisted for the European Loyalty Awards. The initiative is competing in two categories: Best Short-Term Loyalty Initiative and Best Loyalty Partnership – Europe, recognizing outstanding customer engagement projects across Europe.

Built around S.T.A.L.K.E.R. 2: Heart of Chornobyl, the campaign combined a nationwide retail promotion with exclusive collectibles for fans. The centerpiece was the interactive almanac «S.T.A.L.K.E.R. 2: Memory of the Zone», accompanied by more than 4 million collectible cards distributed through ATB stores.

The promotion quickly exceeded expectations. The first print run of the almanac sold out within four days, prompting organizers to produce more than 100,000 additional copies. The campaign also generated strong engagement through ATB’s digital ecosystem and social media channels.

The nomination marks another international milestone for the S.T.A.L.K.E.R. franchise beyond game development. Following the commercial success of S.T.A.L.K.E.R. 2, GSC Game World, owned by Maksym Krippa, has continued expanding the brand through large-scale partnerships and consumer campaigns, demonstrating the franchise’s value outside the traditional gaming market.

The European Loyalty Awards recognize Europe’s most innovative loyalty programs, marketing initiatives, and strategic partnerships. Winners are selected by an independent panel of industry experts during the annual awards ceremony.