Gold Apple is bringing its most popular digital game to the Middle Eastern market. Beauty Elf, created in the spirit of classic virtual-pet mechanics, is now available on the retailer’s website and mobile app in the UAE, Qatar and Saudi Arabia. This is the first example of deep gamification introduced by a major beauty retailer in the MENA region.
Gold Apple continues to develop its retailtainment concept, expanding its gamification ecosystem with the launch of Beauty Elf. The main character of the new online game is the Elf — a recognizable Gold Apple mascot featured for many years in the brand’s campaigns and pop-ups. Users take care of the Elf, customize its appearance and room, complete in-game tasks, communicate in shared channels, and receive both virtual and real rewards. Through an engaging and easy-to-play format, users explore new beauty products, brands and rituals, and receive recommendations from experts representing leading fragrance and cosmetics houses.
In the UAE, the game is available in three languages — Arabic, English and Russian. In Qatar and Saudi Arabia, Beauty Elf launches in Arabic and English. The rollout is accompanied by exclusive merchandise, including limited-edition T-shirts with locally inspired designs such as I Love UAE.
Beauty Elf was first launched in Russia in 2024, where it quickly grew into a large-scale digital project with a multimillion-strong audience. It later entered the Asian market, demonstrating consistently high engagement and a strong interest in gamified formats.
The game serves both marketing and educational purposes: mini-games help users better understand product properties, learn the steps of a proper beauty routine and build effective self-care habits. Over time, the game has formed its own community — users share their progress, react to each other’s updates, add friends and compete in leaderboards that refresh every season.
Despite associations with classic virtual toys, Beauty Elf is designed primarily for an adult audience. Data from the Russian pilot confirms this: in its first year, the game attracted over 4 million users, with more than 80% aged 20–35, 15% over 35, and only about 5% under 18. Experience in Europe and Asia shows that this format has become a familiar and enjoyable way for adults to unwind, spend a few minutes in the app and discover new products through interactive play.
The arrival of Beauty Elf in the Middle East marks the next step in the development of Gold Apple’s digital services. The game will continue to expand with regional events, new seasonal mechanics, themed rooms and special collections inspired by local holidays and traditions. The company plans to further strengthen its gamification direction, viewing it as an important engagement tool and a new way of building long-term relationships with customers.