Conquering the Russian Market: Social Media for Mobile Game Promotion

Despite a slight decline in the growth rate of the global mobile games market, the Russian one is still active and growing. According to expert forecasts, the number of active mobile audiences will grow by almost a third to more than 35,000,000 people by 2027. This growth means that developers will have to work even harder to stand out in the crowded social media landscape where mobile gaming has taken off.

Popular Social Media in Russia

Telegram is the most popular social network among Russians (86,78 million people). Half of Russian residents use this messenger every day. Next to it are YouTube and the social network VKontakte. The segment has grown by 14% over the past two years. Another popular social network, Odnoklassniki, boasts an audience of over 35 million Russians. However, its user base is more mature than in the previous three years. Its main users are those aged 40 and above.

 

 

By the end of 2024, YouTube’s audience in Russia began to decline. In December, the platform’s monthly reach stood at 89.6 million users, marking a 6% decrease compared to the previous year and 1.8% lower than in November.

Daily audience numbers also dropped. In August 2024, 52 million users visited YouTube daily, but by November, this figure had fallen to 46 million, an 11% decline. Experts attribute this trend to the slowdown of the platform’s performance in Russia, which began in August. As a result, some users switched to alternative platforms, including VKontakte, which, in December 2024, surpassed YouTube in monthly reach among Russian users for the first time.

Despite these changes, YouTube remained one of the most popular video platforms in the country.

These social networks are ideal for advertising a wide range of products. However, promoting mobile gaming on different platforms has its nuances. Let's look at the most effective advertising opportunities to promote mobile games in various social networks in Russia.

NFT Stickers and Mobile Game Reviews on Telegram

Telegram has numerous channels tailored to different user types, offering unparalleled opportunities to engage with them through common interests. Telegram is also the ideal platform for mobile gaming, offering a unique ability to create "Digital Merch" – NFC stickers that can be used to launch engaging 2D games within the app, eliminating the need to navigate to the browser. Although the messenger games are simple, they are popular and are often collaborations. One such collaboration is the Catizen game, which is a "partnership" between investment companies and large non-gaming brands such as Xiaomi. In 2025, the number of games from this brand increased. In addition to Catizen, 26 more games were added to its Telegram profile.

 

 

Telegram also has general mobile gaming groups and fan gaming communities for "mobiles." However, neither of them likes advertising "head-on." This means that mobile game creators must use native promotion tools, such as giving out invites for testing.

 

Release of the mobile game Echoes of Zombie: Uprising on the Mobile Games Telegram channel

 

In addition to invites, the main promotion tool for games in Telegram is reviews. This format is highly effective, and editors of the channel often open a chat room to discuss the game or the opportunity to give reactions. This allows users to immediately go to the game and write their impressions in parallel.

 

Post about the game Dead Cells on the Mobimes – Mobile Games Telegram channel

 

Since mobile games are released and updated much more frequently than PCs, promotion on Telegram should be focused on hitting the channel's target audience precisely. If you look through the most popular Telegram channels about mobile games, you will see that the frequency of publications here is about one game review post per day. That is, the advertiser has about 24 hours to interest the user.

 

VK clip dedicated to the gameplay of LIVE RUSSIA CRMP MOBILE Android

 

Since mobile games and applications co-exist, using such publics is crucial. The example below is a promo review of the mobile game Dogs vs Aliense, available on RuStore.

 

 

In VK, you can create a full-fledged community dedicated to the game. The brand sets the rules of communication and the content constantly reminds you of the game. It’s a fact that most gamers don’t have time to look for a website or read FAQs to find answers to their questions. That’s why they spend a lot of time on the official game account on social networks. Furthermore, news, updates, and information about discounts appear in their feed. This makes the process of interaction easier, faster, more casual, and mutually beneficial, which is the most effective way to interact.

 

Genshin Impact VK Community

 

It would be incorrect to say that some strategies in VK work better than others. It doesn't matter what type of advertising or format you use. The most important thing is to remind your potential audience about your product as quickly as possible, just as you do on Telegram. 

Diversity of Advertising Integrations with YouTube Channels

YouTube is the go-to platform for gaming content. For more on this, check out our piece on YouTube gamers. It has it all, from PC game reviews to themed gaming channels. There are different formats for promoting mobile games on YouTube. 

For instance, a themed mobile game review on the channel of a well-known blogger. 

 

Video review of 2024 Android mobile games on the Mobilki with Dany channel. Or advertising integration with a channel entirely dedicated to mobile gaming.

 

Review of the new Genshin Impact release on Fomix channel Also, the mobile game can be mentioned in Shorts that are already reaching a multi-million audience daily

 

Also, the mobile game can be mentioned in Shorts that are already reaching a multi-million audience daily.

 

Shorts about popular mobile games on the Nikita Bourbon YouTube channel

 

We must also mention the longest advertising format in terms of time: the YouTube stream. This is also often used for "mobiles," especially if the game itself has a complex plot.

 

PUBG Mobile stream on the Vertrel YouTube channel

 

YouTube offers an excellent way to reach a large audience for mobile games. By focusing on channels related to your topic, you can gain a significant advantage. The RMAA case of promoting Genshin Impact is a great example of how we successfully collaborated with game influencers in the campaign. 

 

Genshin Impact promo on Frost's YouTube channel, by RMAA

 

Additional Options for Promoting a Mobile Game on Discord

While there are few prospects for promoting mobile games in Disord, there are some. What's more, the Russian audience of Disord is extremely active. The platform is used mainly by video game users and developers. We delved deeper into the world of video games in a special article. 

Discord offers internal tournaments through which you can promote in-game products and related games, including mobile games. 

But the most important tool Discord has is its group chats, which it uses to support the gaming community. Cross-promotion of mobile games is a key feature of the platform. Tournaments for rewards are often held in the chats, and users can test the game in exchange for bonuses.

 

Winners of the 2048 mobile game tournament on the Discord server Game Hall (App Gallery, Russia) 

 

There are also gaming servers where you can find like-minded communities, teammates for matches, or discuss the latest industry trends. Here are some of the most popular ones:

DeadP47
The official server of the gaming blogger DeadP47, where teams are formed for Fortnite and Helldivers 2. In addition to organizing co-op sessions, members discuss the latest gaming news, share screenshots, and post memes.

Language: Russian.

 

Drawing for discount in Steam inside Discord server DeadP47

 

Genshin Impact CIS
The largest Russian-speaking community dedicated to Genshin Impact. Players team up for co-op, discuss updates, share character builds, and participate in events. The server features sections for guides, fan art, and memes.

Language: Russian.

 

Announcement of Genshin Impact's collaboration with Magnit shop chain inside Genshin Impact CIS Discord server

 

Looking for Gamers
A server for those looking for teammates for any online games. Whether it's co-op shooters, MMOs, or even board games, finding a team here is easy. The user-friendly matchmaking system makes this server a great choice for solo players who want to play in a group.

Language: English.

 

Top Chats on mobile gaming topics on the Looking for Gamers Discord server

 

Friends and Horrors
The perfect place for horror fans. Here, you can discuss scary games, find teammates for co-op horror titles like Phasmophobia and Dead by Daylight, and share creepy stories and memes.

Language: English.

 

Cosplay chat on Friends and Horrors Discord server

 

Important Insights

There is no one-size-fits-all solution for choosing a social network for an advertising campaign that will allow you to conduct a promotion with guaranteed high results when promoting mobile games in Russia. The choice of social networks and the promotion strategy must be tailored to the specifics of the mobile game and its target audience. The most important thing is that the campaign must be prompt and that the audience of the channel/blogger, etc. must be as relevant as possible. 

In addition, there are other tools that should be included in a mobile game promotion strategy besides social media. Read more here. 

The RMAA team is ready to provide its services for game promotion in Russia and CIS thanks to its deep expertise in the game industry. Contact our manager by filling out the form in the contacts. 

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