Marketing on Russian Steam Accounts: Stats, Gift Cards, and Store Insights

As the data illustrates, the majority of the most popular games are free. This is an unsurprising outcome, given that globally, and not only in Russia, there is a strong preference for free content.

Steam restrictions for Russian players

Steam continues to sell games in Russia, but it has ceased accepting payments for game products from Russian users. Consequently, they are free to play the games they have purchased prior to the blocking of Russian payments. Any account will suffice for this purpose. However, to purchase new games, extensions, in-game currency, and other items, a suitable ‘residence’ is required. 

Some publishers have imposed restrictions on key activation within Russia. For example, last year Sony introduced a policy that blocked Russian and Belarusian accounts from being used to activate games.

One solution to this issue is to change the region of payment. However, there are instances where this is not a viable option. Some publishers are removing Russian localizations from games, including those that are already released or in the process of being released. In particular, this happened in the case of the Gestalt Steam & Cinder game, from which the previously promised Russian subtitles disappeared at the time of release.

What is the recommended course of action for developers in such situations? Naturally, the optimal localization variant for the game is in Russian, given that Steam is the third most popular gaming platform globally.

It is essential to determine which elements must be translated.  

• The game description and brief help section;

• Tags that are initially added to the game for quick search.

It is also important to retain the original name of the game, which should not be translated.

How do Russian gamers use Steam today?

The easiest way to use the site is to change the region of payment (using VPN). To accomplish this, the user must change the IP address to one that is not on the sanctions list and then use the bank card of the selected country.

Today, using a VPN has become standard practice for Russian gamers. As of 2025, over 41.8% of users in Russia rely on VPN services to access digital platforms, including Steam.

But for obvious reasons, this option isn’t viable for everyone. A VPN alone often isn’t enough, and not everyone has friends or contacts abroad who can help with things like getting a payment card.

What other methods do Russian gamers employ to purchase games? Some Russian operators (MTS, in particular) offer Russian gamers the option to replenish their Steam accounts through internal services, using WMZ, a virtual currency with no regional restrictions.

Similar services are provided by intermediaries who charge a commission for the replenishment of Steam wallets, for example, FunPay or Plati.Market.  Furthermore, "global" activation keys (i.e., without regional binding) are available for purchase from online retailers such as Buka, Steambuy, Zaka-Zaka, and others.

These findings indicate that the restrictions on Steam in Russia have no impact on gamers who are willing to use the platform to purchase their preferred game. Put simply, for publishers to cease operations on Steam in Russia would result in the loss of the majority of revenue.

Promotion of the game in Steam in Russia

In 2025, influencer marketing remains the most effective tool for promoting Steam games to Russian audiences, with a focus on video formats like YouTube and Twitch. These platforms offer the best way to showcase live gameplay and build an emotional connection with players.
 

Moreover, spending on influencer-driven advertising in Russia has grown by 11.8% over the past year, and this trend continues to gain momentum.

To promote a game more effectively, it’s essential to align with the current preferences of the audience. We’ve analyzed the leading Russian creators on YouTube and Twitch in dedicated reports — Top Gaming Channels on YouTube and Top Streamers on Twitch — to help you identify the most relevant influencers for your campaign.

Influencer marketing is the most rapid and reliable tool currently available. However, it is not the only option. For further inspiration, we recommend you review our specials on social media and streaming platforms in Russia.

As an alternative, there is a way of holding bespoke festivals that emulate official Steam events, which are not prohibited on Steam. This can be employed for promotional purposes in Russia. As demonstrated by past experience, this approach has been quite successful. A similar event was held in the spring of 2024. 

It is important to note that feedback should be provided both during the event and on a regular basis. It is an invaluable tool for understanding the gamers' perspective on the game, as well as a rich source of insights for its continued development and the identification of potential issues. It has long been observed by developers that Russian gamers are willing to test games, identify bugs, and provide feedback. On Steam, it is crucial to address both negative and positive reviews. Even if a review is extremely bad, there is still an opportunity to change it to good, even if it is only a 1 out of 10. Additionally, expressing gratitude for positive reviews is a valuable gesture.

It is important to note that users consider both the rating and the reviews when evaluating a game. Consequently, a game with a highly positive status and an appropriate developer response has a greater chance of being purchased by users.

Furthermore, it would be beneficial to localize the game description in Russian. The initial lines of the description should provide a clear understanding of the game's content. It is essential to provide a concise overview of the game's objectives in the description as well as include the game's genre.

Russian-language description of Paranormal Records game on Steam

Fast Insights

The strategy of simply placing a new game on the platform and waiting for Russian players to purchase has been proven ineffective in the past. In the current market conditions, it will require a more substantial investment in promotional activities to successfully market games in Russia. It is crucial to consider marketing strategies even before the release. For a successful campaign, it is essential to have professionals who are knowledgeable about the Russian market, its unique characteristics, and the challenges of promoting products under sanctions. 

RMAA specialists will assist you in reaching the Russian-speaking Steam audience. We will assume responsibility for all aspects of the project, from initial positioning to final promotion, targeting the Russian-speaking audience, which represents a significant and lucrative market. To get in touch with our manager, please fill out the form below.