Game Promotion in Russia: Top Online Media Platforms for Gamers

Russia’s gaming market is rapidly expanding: mobile games attract millions of users, esports tournaments fill arenas, and PC gaming clubs are becoming popular hangouts for gamers. In 2024, mobile game revenue hit $247.2 million, marking a 12% increase compared to the previous year.  

Russia ranks fifth globally in game downloads and 36th in in-game purchase revenue. Interest in multiplayer gaming has also surged, with the number of PC gaming clubs growing by 17% to reach 2,700, while monthly foot traffic at these venues totaled 2.8 million people.  

Mobile gaming remains the most popular format. Daily play is reported by 40.5% of users, and an additional 26% play several times a week. On PCs, 34.1% of surveyed gamers play daily, while 29.4% engage 2–3 times weekly.  

Russia’s gaming audience traditionally relies on specialized online media like 4pda, PlayGround, Igromania, and others. These platforms publish reviews, interviews, analytical content, and user-generated materials, while also offering digital goods for purchase. Some gaming outlets provide balance top-up services and game purchases. For instance, PlayGround and Igromania facilitate Steam wallet top-ups and digital item purchases via bank cards or e-wallets, with funds credited after currency conversion and fees.  

Thus, Russian gaming media not only cover the industry but also shape gamers’ opinions, influence game popularity, and drive trends.  

The dominance of specialized gaming media in Russia has historical roots. Unlike other countries, developers here rarely leveraged social networks to promote games, and video content or streaming platforms never became primary information sources for audiences. Gamers grew accustomed to enthusiast-driven websites, which evolved into leading hubs for news, reviews, and analysis.  

The landscape differs elsewhere. In China, WeChat groups and platforms like Bilibili dominate, where users favor closed communities and video content. South Korea relies on services like SOOP and Naver, while YouTube and Twitch reign in the U.S., Europe, and Brazil, prioritizing video reviews and live streaming.  

Leading Gaming Online Media in Russia and the CIS

 

 

PlayGround — Gaming Platform with the Largest Audience in the CIS

PlayGround attracts 9.5 million unique monthly users, generating approximately 55 million page views. Its core audience is predominantly male (75%), with roughly half earning above-average incomes.

The platform publishes news, reviews, guides, tests, polls, and video content covering both global and Russian games, alongside coverage of gaming technologies and hardware.

Like Igromania, PlayGround provides a Steam wallet top-up service. This allows users in Russia and CIS countries to quickly fund their Steam balance by entering their account username, specifying the desired amount, and selecting a payment method. Funds are credited after accounting for fees and currency conversion.

Transactions are processed in rubles but reflected in the account’s set currency. The service fee is approximately 16%, inclusive of conversion costs. PlayGround also offers cashback and bonuses, enhancing the value of top-ups for users.

 

Steam wallet top up  on PlayGround

 

PlayGround features both international hits and Russian projects. For instance, among global titles in 2024, users on PlayGround.ru voted Black Myth: Wukong (Action RPG, China) as the best game. Second place went to S.T.A.L.K.E.R. 2: Heart of Chornobyl (Shooter, Ukraine), while Warhammer 40,000: Space Marine 2 (Action, USA/France) took third. The top ten also included Silent Hill 2 Remake (Horror, Japan), Indiana Jones and the Great Circle (Adventure Action, USA), and others.

 

Top 10 games of 2024 according to PlayGround users

 

Among domestic games, Vladik Brutal stands out, recognized by PlayGround.ru’s editorial team as the best indie game and best Russian title. The game is notable for its unique charm and intriguing development story.

Beyond reviews and news, the platform offers analytical content on these and numerous other games.

Notably, PlayGround collaborates with non-gaming brands as well. Past advertisers include Acer, Gillette, Coca-Cola, and Gigabyte. The media outlet provides all necessary tools for brands to effectively connect with their target audience and achieve strong results.

The platform’s social channels — VKontakte (125K followers), Telegram (4,716 followers), and a growing YouTube channel (369K subscribers) — share announcements and site updates.

 

Review of the mobile MMORPG game Gran Saga on the PlayGround YouTube channel 

 

Kanobu and Igromania: Two Leading Gaming Media Under Single Management

Kanobu and Igromania are two prominent gaming and digital technology outlets, each with its own audience and distinct content style. Both have long-standing histories and cultivated loyal followings. Igromania was launched in 1997 as a print magazine and became one of Russia’s most authoritative gaming publications. Kanobu, founded in 2008, began as a social network for gamers before evolving into a full-fledged media platform. In 2019, both entities merged under Gadzhi Makhtiev’s management, streamlining resources and expanding their reach.

Kanobu targets younger audiences aged 16–35, focusing not only on gaming but also film, streaming, and tech trends. Its audience is predominantly male (70%), with 30% female. Nearly 80% of users are based in Russia, primarily in major cities like Moscow and St. Petersburg.

Igromania, meanwhile, emphasizes in-depth industry analysis and appeals to more seasoned gamers aged 18–34, with a similar male-dominated audience (69%). Russians make up 76% of its readership, including roughly 7% from Moscow and St. Petersburg.

Unlike Kanobu, which publishes guides for Steam wallet top-ups but does not offer the service itself, Igromania launched its own Steam wallet funding feature. Users can deposit via bank cards or Russia’s Fast Payment System (FPS). Transactions are processed in USD but debited in rubles at the payment system’s exchange rate. Funds appear in the account within 5–10 minutes, with no commission fee charged.

 

Steam wallet top-up on Igromania

 

Despite their differences, both platforms cover international and Russian games, offering guides, tests, and video content. Each publishes reviews of new releases and articles with gaming tips — from selecting accessories to optimizing streaming setups.

Gaming Content on Kanobu and Igromania

Kanobu highlights global hits and Russian titles alike. Among popular international games, Warhammer 40,000: Space Marine 2 (Action, USA/France) earned praise for its fast-paced gameplay and brutal action, while Eternal Strands (Action RPG, Canada) drew mixed reviews but intrigued players with its atmospheric storytelling. Russian projects like Loop Hero (Four Quarters) and Black Book (Chernaia Kniga) are also featured, commended for their innovation and immersive worlds.

 

 

Igromania similarly spotlights major global releases. Iconic titles such as Half-Life 2 (Shooter, USA), Grand Theft Auto III (Action, USA), and The Last of Us (Action-Adventure, USA) are celebrated as timeless classics. For domestic games, Metro 2033 stands out for its post-apocalyptic Moscow setting, and Allods Online remains a landmark MMORPG in Russian gaming history.

Both media outlets actively engage audiences on VK and Telegram, sharing news, reviews, teasers, and exclusive content:

Igromania: VK (712K followers), Telegram (42,451 subscribers).

Kanobu: VK (181K followers), Telegram (4,000 subscribers).

 

Ubisoft's teaser content in Igromania's TG channel

 

Riot Pixels — In-Depth Analysis and Reviews

Riot Pixels is a Russian online portal dedicated to PC gaming. The site offers news, articles, reviews, and an extensive game database, attracting 2.4 million monthly visitors.

The portal features the following sections for players:

• News and Articles: Timely coverage of gaming industry events.

• Reviews: Detailed game analyses with ratings.

• Game Database: Information on diverse gaming projects.

• Forums: Spaces for discussions and opinion-sharing.

Riot Pixels specializes in RPGs, strategy games, action-adventures, horror titles, and card-based roguelikes. The platform publishes reviews, news, and analytical content covering both international and Russian projects.

Role-playing games (RPGs) form a significant portion of its content. Highlighted titles include Eiyuden Chronicle: Hundred Heroes, a Japanese RPG inspired by classic JRPGs, and Dragon Age: The Veilguard, the latest entry in BioWare’s acclaimed series.

 

Riot Pixels review of Dragon Age: The Veilguard RPG

 

Action-Adventure Games are represented by titles like Flintlock: The Siege of Dawn (Action/RPG, New Zealand), featuring open-world exploration and fast-paced combat, and Indiana Jones and the Great Circle (USA), an adventure action game where players join Indiana Jones on a globetrotting journey.

 

Flintlock gameplay preview: 20 minutes of gameplay on the Riot Pixels website

 

The portal frequently reviews strategy titles such as Age of Mythology: Retold (USA), a reimagining of the iconic real-time strategy game; Songs of Steel: Hispania (Spain), a turn-based strategy set during Rome’s wars with the Celtiberians; and Homeworld 3 (Canada), a 3D space strategy.

 

Homeworld 3 game page on Riot Pixels portal

 

Horror offerings include The Casting of Frank Stone (UK) and an interactive narrative from Supermassive Games. Standout puzzle games feature Monument Valley 3 (UK), the latest entry in the visually striking puzzle series.

 

Monument Valley 3 game trailer, which was published in the RP calendar: December games on the Riot Pixels portal

 

Domestic projects like Bessmertnyy. Skazki Staroy Rusi (Immortal: Tales of Old Russia), a card-based roguelike steeped in Slavic mythology and inspired by Darkest Dungeon and Slay the Spire, also receive coverage.

 

The trailer of the game Immortal. Tales of Old Russia, posted in the announcement on the portal Riot Pixels

 

Riot Pixels keeps audiences hooked with regular columns on early-access releases, crowdfunded projects, Japanese games, MMOs, and retro classics. Readers engage with free game giveaways, soundtrack debates, tabletop adaptations, and live streams via Riot Live. A key feature is the RP Calendar, which highlights anticipated releases for European audiences monthly, noting titles unavailable in Russia.

For example, the March 2024 RP Calendar featured:

• Assassin's Creed: Shadows (Canada, Action-Adventure)

• Dragon Quest XII: The Flames of Fate (Japan, JRPG)

• Fatal Frame: Mask of the Lunar Eclipse (Japan, Survival Horror)

• Street Fighter 7 (Japan, Fighting)

• WWE 2K25 (USA, Sports)

and others.

This curated content fosters prolonged engagement: users read articles, discuss updates, and return for fresh insights, transforming Riot Pixels from a news hub into a vibrant community.

For advertisers, this opens avenues to integrate into content perceived by the audience as expert-driven and valuable.

Good Game — cybersport and stream platform

GoodGame.ru is Russia’s leading online hub specializing in live esports broadcasts and gaming event coverage. The platform attracts over 2.2 million monthly visitors, with daily traffic exceeding 120,000 users. Its audience is predominantly male (91.3%), with females comprising 8.7%. Most users reside in Russia, Ukraine, Belarus, and Kazakhstan (82.1%), with the most active demographic being young adults: 25% aged 18–24 and 62% aged 24–35.

The platform showcases top esports disciplines, including Warcraft III: The Frozen Throne, StarCraft II: Legacy of the Void, DotA 2, League of Legends, Hearthstone, World of Tanks, Overwatch, and PlayerUnknown’s Battlegrounds.

 

Information about the upcoming Warcraft 3 tournament on GoodGame portal

 

GoodGame users gain access to live tournament broadcasts, match replays, interviews with esports athletes, and analytical commentary. The platform’s content caters to viewers who follow industry developments, analyze tactics, and discuss gaming events within the community.

 

 

Beyond streams, GoodGame.ru hosts a dedicated information hub — the News and Articles section. This space covers tournament updates, game patches, interviews with pro players, analytical pieces, and even cosplay features.

 

Weekly cosplay edition in the News and Articles section of the GoodGame.ru portal

 

It also publishes content on Need for Speed, FIFA, and PANZAR, alongside reviews of films and TV series. Entertaining posts — from humorous articles and gaming memes to unexpected esports moments — make the section both informative and dynamic. The platform’s distinct editorial voice fosters a sense of immersion, encouraging readers to actively engage with events rather than passively observe.

 

Movie news review in the Couch Movie Man column on GoodGame.ru

 

Additional engagement channels are VK (25K followers) and YouTube (80.4K subscribers). The platform’s VK group shares announcements of site content, while its YouTube channel features stream archives, live esports match broadcasts, interviews with pro players, event announcements, gameplay breakdowns, team strategies, and post-tournament analyses.

 

Interview with Mikhail Pimenov - organizer of FF2023

 

GamesisArt — Reviews and Unconventional Special Projects

GamesisArt is an online media outlet dedicated to computer games, reaching 1,971,457 people monthly. Its audience is primarily Russian-speaking, with 63.23% male and 36.77% female users.

The site publishes reviews, original articles, analytics, and content about the game development process. Special attention is given to the indie scene, where some of the most daring experiments in the gaming industry often emerge.

 

A list of the best indie games of 2024 on GamesisArt with a link to buy it on Steam

 

The site features detailed text walkthroughs revealing all secrets and achievements, as well as reviews covering both major projects and lesser-known developments. In addition, GamesisArt regularly publishes analytical articles exploring the impact of video games on culture and how they interact with other forms of art.

Among the reviews, you can find walkthroughs for Rage, SOMA, Assassin's Creed, as well as an analysis of indie action games like Noitu Love 2.

 

Assassins Creed walkthrough on the GamesisArt website

 

Game Mag — Gaming, Cinema, and Anime Industries

GameMAG is a Russian online magazine dedicated to the entertainment industry. It features news, reviews, analytics, and guides on video games, movies, TV shows, anime, and technology. The portal's audience consists of users from Russia and the CIS countries, who stay updated on the latest releases and actively discuss them in the community. The website receives 1,721,033 visits monthly.

 

Game reviews section on GameMAG website

 

The site publishes news on major events in the gaming and movie industries, reviews of new releases, detailed game guides, as well as analytical articles and interviews with industry representatives. The anime section offers reviews and analyses of current projects, while the technology category covers gadgets and digital trends. A forum is available for users to share opinions and follow discussions.

GameMAG reviews both international and Russian games. Among the international titles featured are The Last of Us Part I (action-adventure, USA), Final Fantasy XVI (role-playing game, Japan), Black Myth: Wukong (action RPG, China), and Stellar Blade (action-adventure, South Korea).

 

Review of Stellar Blade (action-adventure, South Korea) on GameMAG

 

Russian games include Black Book (role-playing game), MiSide (horror), and "Immortal. Tales of Old Russia" (adventure).

 

MiSide (horror, Russia) review on GameMAG

 

GoHa.Ru — Information Hub for MMO Games

1GoHa.Ru is one of the largest Russian-language gaming portals, operating since 2003. It attracts an audience not only from Russia but also from abroad, with a majority of male users (75%), though the female audience also constitutes a significant portion. The primary user base consists of young people aged 18 to 35. The portal sees monthly traffic exceeding 1,520,000 visitors, generating over 4,000,000 page views.

The site regularly publishes news about events in the gaming world, focusing on important occurrences and releases. Game reviews offer in-depth analyses of new projects, while video content showcases details about the best games. The platform also allows users to discuss their favorite games and share opinions on forums.

GoHa.Ru also features pages dedicated to popular games. For example, there is a special page dedicated to World of Warcraft (WoW).

 

 

The page features:

• Game Overview — Description of the World of Warcraft (WoW) universe, playable races and classes, quest systems, and multiplayer content.

• Ratings and Reviews — Editorial opinion and average user ratings reflecting the game's popularity.

• News — The latest events, updates, expansions, and changes to the gameplay.

• Guides — Detailed instructions on game mechanics, classes, and strategies for successful content completion.

Media Content — Screenshots, trailers, and videos showcasing in-game locations, characters, and events.

Additionally, users can leave reviews, discuss the game, and share their experiences on a related forum. GoHa.Ru remains one of the largest Russian-language platforms where players can follow WoW's development and interact with fellow gamers.

These pages serve not only as an information source for players but also as an effective tool for promoting gaming products, services, and equipment. 

Users visiting these sections are already engaged in discussions about a specific project. They follow the news, study guides, read reviews, and discuss the game, making them highly responsive to offers related to gaming content, equipment, and services.

GoHa.Ru pays attention to both global hit projects and domestic games. Among international projects, games like World of Warcraft (MMORPG, USA), Final Fantasy XIV (MMORPG, Japan), Black Desert (MMORPG, South Korea), and Lineage II (MMORPG, South Korea) stand out. Players enjoy their immersive gameplay and frequent updates. At the same time, the portal actively supports interest in Russian games like Allods Online and Atomic Heart, which have gained popularity both domestically and internationally.

 

Game Release Calendar on GoHa.Ru

 

Another key engagement element from the portal is affiliate offers for game purchases with discounts. On the page for each game, such as Ever 17: The Out of Infinity, information about current discounts and special promotions is available.

 

Announcement about buying the game at a discount on the portal GoHa.Ru

 

In addition, GoHa.Ru frequently hosts sales. For example, users could purchase popular hits like Black Myth: Wukong (Action RPG, China), Elden Ring: Shadow of the Erdtree (Action RPG, Japan), and Ghost of Tsushima DIRECTOR'S CUT (Action RPG, Japan) at significant discounts.

The portal actively develops its channels on VK Video and YouTube, where over 154,000 people are subscribed to their content. Detailed reviews and critiques of new games are posted, covering mechanics, graphics, and overall impressions. Upcoming releases, updates, and important events in the gaming industry are also announced.

The channel publishes tutorials and guides with tips on game progression, strategic decisions, and improving gaming skills. Interviews and podcasts with developers, professional players, and other industry figures are also featured.

Special attention is given to live broadcasts and streams, where the GoHa.Ru team conducts gaming sessions, discusses new releases, and interacts with the audience in real time. This format not only makes the content informative but also highly engaging.

 

Monster Hunter Wilds stream on GoHa.Ru's VK Video channel

 

Shazoo — Gaming Media on Trends and the Entertainment Industry

Shazoo is a Russian online media outlet that publishes daily news on video games, movies, TV shows, science, and technology. The platform brings together an audience from various countries, with the majority of users from Russia (77%), Ukraine (9%), Belarus (7%), and Kazakhstan (3%). Each month, the site is visited by 1.5 million people, with 85% of them being men, and the primary age group being 25–34 years old (44%).

On the platform, users can find news, reviews, guides, original columns, and large analytical articles. In addition to gaming topics, Shazoo covers anime, design and art, gadgets, hardware, IT, and science. New technologies, graphic trends, advancements in artificial intelligence, and virtual reality are frequently discussed. The movies and TV shows section provides news about premieres, reviews, and analyses of popular shows.

 

Shazoo Game Portal News. Discussion of Avowed and the developers' approach to romantic lines in the game

 

Games are one of the key focuses of the platform. Among the international projects, Shazoo actively covers Marvel Rivals (third-person shooter, China), Kingdom Come: Deliverance II (role-playing game, Czech Republic), and inZOI (life simulation, South Korea).

 

News about an update to the Marvel Rivals game on the Shazoo website

 

Russian projects also find their place on the site. For example, Smuta (historical action) and INDIKA (adventure game, Kazakhstan) — a surreal adventure about a nun in an alternate 19th-century Russia. The developer is Odd Meter studio, previously based in Russia but later changed its citizenship to Kazakhstan.

 

 

Advertising Formats in Gaming Online Media

Gaming online media in Russia provide extensive advertising opportunities for game developers, publishers, and brands targeting gamers. These platforms not only serve to announce new projects but also offer tools to test games, drive player registrations, and maintain interest after the release. By leveraging various advertising formats and marketing tools, companies can effectively reach their target audience, raise product awareness, and boost sales.

Different gaming platforms offer a variety of advertising solutions. Some emphasize native integrations and sponsorships, while others focus on video ads or website branding and special projects. To help identify which formats are best suited for a particular marketing campaign, below is a comparative table outlining the advertising opportunities across key gaming media platforms.

 

Tony Hawk's™ Pro Skater™ 3 + 4 announcement trailer published in the Igromania account

 

Portals like GoHa.Ru also place native and direct advertisements on their YouTube channels.

 

Steam advertising integration (Keysforgamers) in a review of the game “QUINFALL” - a new MMORPG

 

Video Advertising

Platforms like PlayGround offer video ads that can be placed before content or within video blocks. All of these ad formats can be customized based on geography, time of day, devices, demographics, and other parameters.

 

Yandex promo in the video article about the Valorant game

 

On GoHa portal, integrations within text materials are presented through InText-Roll and RollUp — advertising blocks that appear as the page is scrolled, including on mobile devices.

Special Projects

For brands looking to implement unique ideas, special projects are available, such as interactive mechanics, contests, and promo pages. Partner integrations are also possible in news articles, reviews, and other materials through graphic or text links.

For example, Kanobu and Igromania assist in promoting games through themed collections and special projects, which can be both short-term and long-term.

 

Caption: Gazprom Oil Game on Kanobu

 

Traffic Generation and Retargeting

Some gaming platforms provide traffic generation tools, allowing developers to direct users to landing pages with registration options. This is especially relevant for multiplayer games, mobile projects, and online services.

For example, GoodGame.ru offers the creation of unique websites with various types of advertising integrations. How does it work? 

A separate website or landing page is created, which becomes the central platform for promoting a game, contest, or branded project. The site includes a trailer, description, pre-order bonuses, and other useful information. This site can serve as a promo page for a new game or become a platform for creative advertising campaigns. Advertising is integrated into the website structure, including banners, videos, pop-ups, and animations. If the project is related to esports, the pages may feature partner offers from gaming brands, promotions, and exclusive discounts. Audience engagement occurs through advertising campaigns in online media. Traffic comes from gaming portals, social networks, native ads, and articles. When users visit the site, they are introduced to the information, place pre-orders, register for contests, and download the game. The effectiveness is confirmed by the numbers: 50,000 impressions per day, meaning that this number of users visit the site daily. A CTR of 2% to 5% indicates a high level of engagement — for every 100 people who saw the ad, 2-5 click through to the site. This format not only attracts attention but also drives specific actions.

One recent example of this type of promotion is a dedicated site for a contest. In 2024, GoodGame hosted the Robot Fights Online tournament, for which users had to register both on GoodGame and visit a separate project website. The instructions clearly stated: “1. Register on GoodGame. 2. Register in your personal account on robot-fight.ru…” — meaning the contest had its own platform. This external site became the center of the contest (robot management, participant tracking, etc.), and GoodGame acted as an informational platform, directing the audience to that landing page.

As for retargeting, it is used for re-engaging users who have already shown interest in the product. Platforms like GoHa.Ru and Shazoo allow ads to be shown to users who visited specific sections of the website, read news about the game, or discussed it on the forum. This helps brands maintain contact with the audience and encourages users to return to complete targeted actions.

Summary

In conclusion, gaming online media platforms in Russia, such as GoHa.Ru, PlayGround.ru, and others, help brands capture the attention of gamers through native integrations, banners, video ads, and special projects. These platforms enable precise targeting of the desired audience, making the advertising more noticeable and effective.

However, limiting oneself only to gaming media is not enough — RMAA offers the use of other advertising channels. The system for promoting digital games in Russia includes several directions, including:

• Influencer marketing (social networks, YouTube, and game platforms)

• Direct advertising

• Paid social

• Maintenance of own communities

One such channel is influencer marketing. Influencers and streamers on YouTube, Twitch, and VK attract interested audiences to games, share gameplay, and build engaged communities.

Another crucial tool is advertising in the media. Gaming brands use specialized websites, television advertising, and DOOH platforms (digital screens in public places) to increase brand awareness and achieve wide reach.

For audience engagement, paid social is applied. Campaigns are launched through VK Ads, Yandex Direct, and Programmatic systems, allowing for efficient ad targeting to specific users.

Equally important is working with the gaming community. Maintaining activity in Discord, VK, and Telegram helps brands directly interact with their audience, answer player questions, and build loyalty.

 

 

To attract players, we use comprehensive strategies. You can learn more about our gaming projects on the case studies page. RMAA has been collaborating with gaming brands for over 10 years, offering personalized solutions for each project. To get in touch with our manager, please fill out the contact form.