Effective Strategies Overview: How to Promote Online Browser-based Games in Russia

In recent years, the gaming industry has become an integral part of digital leisure time for many people. Along with others, browser games are also evolving, appearing on social media platforms and in popular catalogs. For some users, it offers an alternative to doomscrolling. For others, it provides a convenient transition from work tasks to a cost-free, non-installing activity (unlike conventional computer games). 

In 2024, the global gaming market was estimated at  $272.86 billion, and by 2029 it is expected to reach $426.02 billion. The gaming industry received a significant boost in growth during the pandemic, when games provided entertainment during the period of social distancing. Following this, development has continued apace, with advances in technology (including the emergence of AI and the widespread adoption of cloud technologies) contributing to this.
 

Mobile games represent the largest segment of the global market, accounting for 50% of total revenue. According to recent data, Russian users are among the top performers globally in terms of the number of hours spent playing games on smartphones. Subsequent market share is held by console (29%), PC (19%), tablet (6%), and browser (1%) games. In Russia, 85% of users prefer smartphone games (Russia ranks 6th in the global rating). Furthermore, in contrast to foreign gamers, Russian users have demonstrated a decline in interest in console gaming.

In 2023, the Russian video game development market demonstrated an 18% growth, with the combined revenue of the 50 largest companies reaching 45.4 billion rubles. In the first half of 2024, Russian publishers achieved an 11% increase in turnover compared to the same period in the previous year. In the global video game market, Russia is ranked behind other countries including the United States, China, Canada, Australia, Brazil, and Argentina. Nevertheless, user engagement remains relatively high at approximately 26.8%. 

 

 

In terms of genre preferences, a significant majority of Russians (79%) like puzzles. In particular, female consumers  highly appreciated these products (87%). The next most popular categories are board games (70%), racing games (53%), first-person shooter games (51%), and driving simulators (47%).

Top 10 online games by number of players
 

 

One of the most popular formats, PC client video games, is becoming increasingly inaccessible. Gamers are encountering difficulties purchasing through official channels,  hardware requirements are expanding, and even pirate channels are no longer as appealing to the Russian user. In monetary terms, sales fell by 57% in 2023. This presents new opportunities for publishers offering browser-based products to gamers. However, it is essential to promote these products in a way that interests and engages an audience accustomed to high-quality content.

The controversial issue of localization

The largest online gaming services, including Steam, Epic Games, GOG, and others, remain accessible to the Russian audience. Despite the restrictions, gamers continue to utilize these platforms (please check our previous coverage of the Steam promotion). However, Russian services are also experiencing growth, with a more straightforward process for purchasing game subscriptions.
 

It is not unusual for even major foreign language services to run into localization problems. While the audience may be more forgiving of minor errors made by industry giants, the requirements for smaller players are increasing.

Despite the moderate level of English proficiency in Russia, studies indicate that only 27% of Russian-speaking users are willing to engage with an application featuring an English interface. Nineteen percent of respondents indicated difficulty with translation, while 36% stated they would refuse to play such a game. It should be noted, however, that this data is most applicable to games with a complex plot. In the case of browser games, where the gameplay does not involve a significant number of characters or in-game additions (such as game worlds, weapons, special vocabulary, etc.), the issue of localization is not as pressing. In many cases, translation of the game will not be necessary. 
 

Russian is frequently among the most in-demand languages for localization projects. For instance, on Steam, it is the third most requested language, accounting for 8.17% of game localizations. This can be attributed to two key factors: the size of the gaming audience and the prevalence of the Russian language in Kazakhstan, Belarus, and other CIS countries. By catering to the Russian-speaking audience in these countries, companies can effectively reach a broader international audience.
 

 

Digital Ecosystem for the Game Industry in Russia

The digital game promotion system in Russia encompasses several areas, including:

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

• Direct advertising;

• Paid social;

• Maintenance of own communities.
   

However, the Russian-speaking Internet community regularly encounters challenges and restrictions. As an illustration, the Google and YouTube advertising systems are currently unavailable for use in Russia. Paid ads are not permitted on Instagram* and Facebook*. However, Russia's own social networks are experiencing growth, which presents new opportunities for promotion.
 

 

Influencer marketing

There are thousands of bloggers of varying sizes with active social media followings who are receptive to the insights of individuals whose lives they follow with interest. It is essential to accurately ascertain the interests of a blogger's audience to ensure that your product aligns with their needs and preferences, thereby increasing its appeal and demand. It is advisable to test a variety of formats, including text posts, carousels, and others. However, the most effective format at this time will be short videos, including reels, shorts, and VK Clips.
 

Shorts feed on the Clash Of Clans YouTube channel

In Russia, influencer marketing for gaming products is typically associated with YouTube, VK, and Twitch. Moreover, gamification on YouTube is a significant area of interest in Russia. However, it is possible to select unconventional influencers to promote a game on the platform and in VK. The RMAA team has thus reinforced the presence of Genshin Impact in Russia. Twitch is a different matter. The main format of promotion will be streams from leading Russian gamers. You can see who the top 10 Twitch players in Russia are in our material. 

Consider the following: 

The Russian audience is wary of promotions for applications and games that claim to provide a means of earning real money. This has led to a degree of distrust among certain bloggers, necessitating a prudent approach in the selection of an advertising partner. Similarly, the promotion of browser games requires a comprehensive assessment of the product, audience, and platforms, making the input of experts invaluable. 

Social media communities

In general, social network communities can be considered a comprehensive alternative to traditional websites. They offer a straightforward, customizable platform with all the essential features and sections. Social networks facilitate user access to game updates, enabling developers to communicate more rapidly with players. It is possible to simply provide people with the main information on the game, but a more effective approach would be to engage your fan base. This could include drawings and contests, as well as encouraging feedback and other forms of activity that will foster a sense of community interest. It is, after all, a basic human need to communicate with people who share similar interests. This is particularly true of those who spend a great deal of time online. For more complex promotions involving images, promos, and various formats of creatives, VKontakte is the most suitable community. It would be advisable to consider Telegram, which is gaining popularity, as well as the classic Odnoklassniki (especially if the age of your audience coincides with the age of users of this resource).

 

VK Dota 2 VKontakte community

 

VKontakte

VKontakte promotions are conducted in three scenarios:

• Targeted campaigns launched through VK Advertising. The platform offers the ability to utilize point settings (such as age, gender, and other user parameters), automatic budget optimization, and bid strategy. Please note that the payment will be for downloading the game, rather than the number of ad views. The combination of these factors enables the achievement of optimal results at the lowest cost. VK Advertising also provides comprehensive guidelines. 

• Paid social in communities where the target audience is subscribed. These may include fan groups focused on a specific game, genre, or theme and those related to other areas of interest, such as technology, development, online game merchandise stores, and geek events.

 

Repost of the giveaway from the BRGames Streams/Trailers/Raffle community in the Strategium - all about strategy games group

 

• The creation of a dedicated community that will allow you to centralize your fanbase, facilitating direct interaction in the future, rather than through intermediaries.

 

Browser games category page in VK Play

 

Odnoklassniki

In terms of promotion, Odnoklassniki will follow a similar strategy to VKontakte. The key methods for popularizing the browser game will be community creation, paid social, and affiliate promotion. However, the distinctive feature of this resource is its audience. Odnoklassniki is typically utilized by an older demographic. This category has its own established life factors that influence interest in games. These individuals already have full-time employment, along with other commitments such as household responsibilities and gardening. Therefore, users will not prioritize storylines, complex gameplay, or other features that may appeal to VKontakte's younger demographic. The games should be straightforward and offer a quick win. They should also have some intellectual challenge. Examples of suitable games include puzzles, arcade games, simple simulators, card games, three-in-a-row, and similar titles.

VK Advertising can be utilized to promote games on Odnoklassniki.

 

WoW Stream Club streaming community in Odnoklassniki

 

Discord

The distinctive user base of the site has the potential to serve as a valuable source of new, high-quality traffic. As a platform originally designed for gamers, Discord offers an efficient and straightforward channel for promoting games. 

The initial step in utilizing Discord for the marketing of browser games is the establishment and administration of your own communities. By creating a server for their game, developers can attract players to a dedicated space where they can socialize about the game, share experiences, and access the latest information. It is essential that the server is active and maintained by moderators who will respond to queries promptly, run competitions, and arrange events. 

To extend the reach of your audience, it is advisable to collaborate with prominent servers and influencers on the Discord platform. Additionally, exclusive offers, such as in-game items, early access to new features, or unique events available only to community members, can be utilized to attract users.

 

Community directory in the Games category on Discord

 

Telegram

Telegram offers numerous channels tailored to specific user segments, providing a valuable avenue for promoting your content. You can do it by reaching out to these channels directly or utilizing platforms like Yandex.Direct. However, there are additional benefits to using Telegram. 

Another advantage of Telegram for browser games is the ability to create digital merchandise, such as NFC stickers, which can be used to launch engaging 2D games that are created and played directly in the messenger, eliminating the need to navigate to the browser. 

The primary distinction between games for Telegram is the comprehensive integration with the platform via the Telegram Bot API. The API enables the creation of bots that oversee the game process, including launching the game, processing game logic, and interacting with users. The bot creation process is straightforward and well-documented. Once the bot is registered, it can be managed through the API, with the ability to add new commands and functions. It is essential to establish effective communication between the server, the game, and the bot to ensure a seamless and secure gaming experience.

Despite their simplicity, messenger games are popular and often collaborative. For example, the Catizen game is a partnership between investment companies and major non-gaming brands like Xiaomi.

 

 

In addition to invitations, a primary method for promoting games in Telegram is by leveraging the support of the gaming community. Similarly, here the native format, contests are welcomed and often the channel editors themselves open a chat room to discuss the game or the opportunity to provide reactions. This is done specifically to enable users to access the game immediately and, at the same time, provide their feedback.

 

Durak 3D online game contest in Telegram channel

 

Automated advertising systems

Ads launched with the assistance of advertising platforms can be utilized to promote a browser game, as well as any other product. Search and paid ads, dynamic creatives, and even banners are all suitable for this purpose, as games typically have impressive visuals. It is essential to select the most effective key phrases and the optimal region for promotion. Once the campaign has been launched, the initial data can be evaluated and the ads can be adjusted to achieve the best results.

The most effective platform for search engine and partner site promotion is the Yandex Advertising Network (Yandex.Direct). The platform enables advertisers to reach a vast audience by testing a variety of ad formats, including text, graphics, videos, and banners. The service employs behavioral and paid ads to attract users who have already demonstrated interest in games or related products. Furthermore, audiences can be targeted based on interests, such as gamers, social media users, or active forum participants. Yandex.Direct enables the implementation of retargeting strategies, targeting individuals who have previously accessed the landing page to reinforce brand awareness and prompt engagement with your offer.

To effectively promote the game, it is recommended to utilize graphic advertising tools and target the audience based on essential parameters such as age, geography, and other relevant characteristics.

Additionally, VK Advertising represents a highly effective promotional tool within the Russian Internet market. The campaign is directed at a vast number of users on VKontakte and Odnoklassniki. The advertising cabinet allows users to set up campaigns targeting specific demographics, including age, gender, interests, groups, subscriptions, and online behavior. For instance, advertisements can be run on users who are members of game communities or frequently participate in polls on game-related topics.

The most effective formats are ads in the news feed and in the VK clip feed. Moreover, as with Yandex.Direct, it is possible to implement retargeting for individuals who have previously expressed interest in your game or community but did not take a targeted action.

 

Paid social in VK Clip feed

 

Additionally, advertisers employ programmatic services to tailor advertisements to specific audiences. Some of these include:

• OTM. One of the key benefits of the service is the ability to work with the data of the Beeline provider (which is part of the same group). Additionally, the company encompasses the Videonow online video advertising network.

• MediaSniper operates on information sourced from major financial and telecommunications companies. The platform offers a comprehensive toolkit for analyzing target audiences and campaign metrics. The service allows users of many entertainment Internet resources to be reached, which will be beneficial for advertising browser games.

• Bidease specializes in in-app advertising and employs performance algorithms and machine learning. The capacity to implement in-game advertising and the provision of a team capable of developing creative materials for advertisers represent a significant advantage of this service.

When analyzing platforms for promotion, it is essential to clearly define the campaign goals and select the most effective advertising formats for promoting the game. Based on this information and other relevant parameters (such as demographics and budget), you should select the service that meets your needs best.

Game forums

They remain a popular tool for promoting browser games, especially if your audience matches the profile of a typical forum member. These individuals are experienced gamers who already have firm requirements for the games they prefer. However, there is also a category of newcomers to the forums who come for advice. This group tends to be more loyal to new games.

Forums typically have strict policies regarding advertising. You may choose to follow these rules and purchase advertising if such an option is available. Alternatively, there are several other avenues you can explore:

1. Engage in content seeding. This involves posting reviews, articles, and guides about your game to attract the attention of your target audience.

2. Use opinion leaders. Forums often have users who are respected and listened to by other gamers. If they speak positively about your game, it may attract some new players.

3. Post banners. This method can also be effective, especially if the game is already known in the community and the forum is connected to an ad-buying service. Banners are sometimes set up manually, in which case it is advisable to consult with the administrators in advance about how advertising is reported. Some advertisers do not fulfill their labeling obligations in good faith, which can result in fines for all promoters.

The largest gaming forums are:

• forums.goha.ru

• forum.igromania.ru

• 4pda.ru/forum

• 4cheat.ru

• gameru.net/forum

• goodgame.ru/forum

• gamer-mods.ru/forum

• forums.gamemag.ru

• forums.playgriound.ru

Partnership with Russian game catalogs

Game catalogs remain an extremely effective channel for promoting browser games in Russia. The largest are considered to be Yandex.Games, as well as their social media platforms, VKontakte and Odnoklassniki.

Naturally, catalogs represent a significant, even a primary, competitive force. It is therefore essential to ensure that both the product and the site are carefully designed to facilitate a high ranking.

• Provide accurate, detailed, and well-presented information about the game, including a description tailored to the target audience and high-quality screenshots.

• Select appropriate tags and keywords and categorize the game in the catalog.

• The game should be adapted for use on at least two main types of devices: PCs and mobile devices.

Browser games are a sophisticated product, and to promote them effectively, it is essential to consider the unique aspects of the website. Let us now review the main catalogs.

Yandex.Games

The platform itself claims to host more than 3,500 games and attracts 40 million monthly visitors. The largest age demographic is those aged 55 and above (33%), followed by users aged 45 to 54 (26%) and those aged 35 to 44 (21%).

The promotion of the game within the catalog is now fully automated. The primary responsibility of the developer is to accurately complete the game's information, provide relevant images and videos, and ensure that Yandex.Games algorithms enhance the game's visibility in thematic selections and the general catalog. To assess your competitiveness, it is advisable to pay attention to the Featuremeter, which is a scale you can use to determine the degree of readiness of the game for promotion. Yandex.Console, a service for developers of browser games, provides a more detailed overview.
 

Puzzle games catalog in Yandex.Games

Vkontakte

The VK Play catalog offers the option of utilizing paid promotion tools, which are configured through the VKontakte advertising cabinet. A notable advantage is the availability of special campaign formats for apps and games. This significantly streamlines the advertising process on the platform. Additionally, the platform facilitates player feedback through reviews and ratings.

 

Reviews of the online game Gribniki and Clans on VK Play
 

Out-of-Home to increase campaign reach

Given that browser games are of interest not only to "avid" gamers but also to the broader population of solvent users, it would be prudent to employ strategies that enhance the reach of promotions and elevate the profile of the game product. The most optimal option is out-of-home, digital, in particular. 

Outdoor advertising in public places allows for the dissemination of the product to a broad audience, and thanks to modern digital means, it is also possible to track traffic. By leveraging DOOH tools, you can enhance consumer engagement and gain valuable insights into viewer perception. 

To illustrate this point further, we will refer to our case study. To promote Genshin Impact in Russia, RMAA created "teleportation points" on digital screens in the Evropeisky shopping center (Moscow), effectively drawing in potential players and fans into the game's virtual realm. The campaign was part of a worldwide promotional initiative. The global narrative was incorporated into the indoor solution in a high-traffic location, thereby becoming an integral part of the overall setup. As a result, visitors who expressed interest in the game were able to immediately begin playing Genshin Impact. 

 

Genshin Impact DOOH campaign as part of the #ENDLESSJOURNEY project in Russia

Additionally, TV advertising represents a viable strategy for promoting the game. It is a trusted medium among 35% of the Russian-speaking audience, and the entertainment category is among the top thematic TV in Russia. For a comprehensive overview of TV opportunities, please refer to our special review. Additionally, consider the potential of incorporating video advertisements (which are a primary format for marketing gaming products) into online theaters. 

The RMAA team frequently serves as a liaison between game developers and the Russian audience, facilitating promotional activities. Our accumulated experience allows us to grasp current market trends and build effective strategies based on them. The result is cases that describe our individual approach to the client. From our experience, we can say that there is no single, comprehensive guide for promoting a game product. There is a significant demand among the Russian-speaking audience for new games, as well as considerable potential for their promotion. 

Are you interested? Let's cooperate. To contact the RMAA manager, please complete the contact form.