Video Games on OK: Specifics of Community Management and Networking

Odnoklassniki is the third most popular social media service in Russia (after VKontakte and Instagram). For game developers, this is another platform in Russia that provides means for the creation and maintenance of one's own gaming community.

Audience

Nearly 15 million people visit Odnoklassniki daily and spend there 17 minutes per day on average. Its monthly audience in Russia exceeds 40 million users. People mostly use this SNS via mobile devices, with 68% using only mobile ones and 28% preferring cross-device.

The core audience consists of women aged 25+ with middle and upper middle income.

Source: Mediascope, Russia, October 2021

According to OK estimates in 2020, the male audience is interested in games and follows OK game groups, too.

Groups and communities

An Odnoklassniki community is an interest group where users share their pictures, video clips, make up topics of conversation etc.

At year-end 2020, there was a recorded growth of small businesses on Odnoklassniki (more than 1 million commercial communities). Why? Firstly, Odnoklassniki users are a mature, solvent audience. Secondly, this SNS constantly advances its algorithms and encourages brands to create business accounts on OK.

In November 2021, the Odnoklassniki leadership stated that one of its key goals is to ensure the growth of the community content shown on the followers' feed up to 60% (at the moment, users see 80% of content made by their friends and only 20% by communities).

Users are used to the fact that today they get most information from social media and spend quite a lot of time there. However, their 'friends' cannot daily generate the desired level of information, that is why OK released an algorithm update, thanks to which the amount of the content recommended will be growing, and the platform will be taking these recommendations specifically from communities.

The new hybrid OK feed consists of the content from what is followed personally and the recommended content. Therefore, not only the number of content units but also their variety increases, which allows for a longer user retention online.

What does it mean for communities? Above all, the new feed makes sure that in the beginning, while there are still no or very few community followers, users will still see content in their organic results even if you do not launch any ads.

OK gaming communities

As we have multiply noted in our blog, gaming communities in the Russian market are mostly created on VKontakte. However, Odnoklassniki provide many opportunities for development of a gaming community, too, and game developers take advantage of it. For example, World of Tanks and World of Warships actively manage their Odnoklassniki communities on a par with VK.

We should keep in mind that OK gaming communities' competition is much lower than one on VK, which means that your game has more chances to conquer the desired audience among Russian users by developing an OK community. Taking into account that Odnoklassniki made promotion of communities' and commercial accounts' content their policy, now it is high time to create and develop a gaming community on OK.

Content

As we mentioned above, the OK audience is mostly mobile, so it is recommended to make vertical videos, GIFs, and animation when creating content. This very format lets algorithms identify users' interest in one or another type of content in a more exact way and show the most relevant and proper posts.

If your content is interesting, the algorithms will be showing it not only to your followers, but also to all interested users, which will let you have more organic reach and followers.

What is to be posted and how?

The OK news feed minds the following actions of users, based on which the algorithms evaluate interest in a post:

• scroll delay;
• so-called 'classes' (likes and shares together) and comments;
• visit depth (whether a post is opened);
• community page visit;
• video watching and watching time;
• click on a picture (add more than three pictures to one post).

When do we post?

According to Odnoklassniki, the best days for posting on OK are Tuesday, Wednesday, Friday, and Sunday. At that, users click the 'Class!' button most often on Tuesday and Friday.

How does a community make it to the top of OK?

• Adapted content and regular posting.
• Regular feedback and user engagement.
• 100+ followers are a threshold, past which algorithms start recommending OK pages more often.
• Ads on OK. They can be launched via the OK ads manager or MyTarget.

RMAA Games experts will help you find your own approach to the creation, maintenance, and promotion of your gaming community on Odnoklassniki.

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