Cookie Bros. World – Brand Activation Experience
Food & Beverage Brand • Game Systems Developer
The Challenge
German candy company Cookie Bros., in partnership with esports organization RIZON, needed to rescue a stalled Roblox brand activation. The experience had been partially built but lacked engagement mechanics and had significant technical issues. They needed someone to transform it from a basic branded environment into an actual game that players would return to.
Key Systems & Features Built
- Pet Collection System – Product-themed pet companions with corresponding shop and economy
- Cookie Surfers Minigame – Subway Surfers-inspired endless runner where players surf on a chocolate sea avoiding obstacles
- Global Currency System – Collectible coins scattered throughout the island and earned in minigames
- Competitive Leaderboards – Real-time rankings for Cookie Surfers performance
- Cookie Maze & Cookie Up – Complete overhaul of existing maze and obby minigames
- Tutorial System – NPC-guided onboarding for new players
- Map Expansion – Extended island environment with new spawn location and minigame integration
Technical Approach
This project was a rescue mission: take a half-finished branded experience and turn it into something engaging. The core challenge wasn’t just technical—it was game design. How do you add retention mechanics to a marketing activation without disrupting the brand messaging?
I implemented a pet system centered around Cookie Bros. products, giving players a reason to explore and return. The pets tied into a broader economy system with collectible coins, creating a progression loop that kept players engaged beyond the initial visit.
The Cookie Surfers minigame became the experience’s centerpiece—an endless runner set on a chocolate sea that captured the brand’s playful energy while providing competitive gameplay. Paired with global leaderboards, it gave players a reason to compete and return.
I also rebuilt the existing Cookie Maze and Cookie Up minigames from the ground up, fixing broken mechanics and optimizing for mobile play. The expanded map tied all three minigames together cohesively, transforming disconnected experiences into a unified world.
Outcome
Successfully delivered a playable brand activation experience within one month, with two weeks of post-launch support. The game officially launched and was promoted by Cookie Bros. as part of their digital marketing campaign.
While working within the constraints of an existing partially-built project and tight timeline, the additions transformed the experience from a static branded environment into an interactive game with retention mechanics and competitive elements.