Competition among universities is growing, while the popularity of higher education is falling - in 2023, universities are faced with a shortage of applicants. Regional universities compete with the country's top universities for every applicant. They are not inferior in terms of the quality of education and the level of student life, but applicants often choose capital universities. TPU, TSU, TUSUR and Siberian State Medical University wanted to prove to applicants that studying in Tomsk is interesting, modern and prestigious. Therefore, we invited them to create a game — a unique tool for the admissions campaign that will allow them to speak with applicants in their language.