Steam Game Marketing for the Russian Market: Strategies for Reaching Players Despite Restrictions

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 impose restrictions on the activation of keys in Russia. For instance, at the beginning of the year, Sony issued a policy banning the use of Russian and Belarusian accounts for 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. 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. It should be noted, however, that this option may not be suitable for everyone. It is not always feasible to rely on a single VPN, and not everyone has access to friends in other countries who can assist with obtaining a 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.

The Last of Us Part I game for Steam on the Buka Store

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

The RMAA team is frequently asked this question, which is why we have prepared this article to provide a comprehensive response. The primary focus of the Steam marketing campaign should be on influencer engagement, with a particular emphasis on video platforms that appeal to gamers, such as YouTube and Twitch. This is the ideal platform for showcasing the game in its entirety and capitalizing on the blogger's reputation to create a positive impression.

Review of free games on Steam on the Gaming News with Sergey Ponomarev YouTube channel

For further information on the leading Russian gamers, please refer to our special selections on YouTube and Twitch.

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. 

Games from Russian Festival 2024 on Steam, organized by Blackbalance Games

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 contact our manager, please complete the form in the Contacts section.