Gaming Marketing Services in Russia and CIS

The market demonstrates steady growth, driven by a large and active audience, the development of mobile technologies, and the localization of content and distribution platforms.

Russia accounts for about 2-3% of the global market by revenue.

Approximately 35,5 million people play actively, and around 60% of Russians play at least occasionally.

The scenarios assume either basic development: ₽257 billion, or the expansion of the range of games and the growth of exports (optimistic): ₽327 billion, or increased control (conservative): ₽203 billion.

Audience growth, mobile technologies, localization of distribution, government support. The Institute for the Development of the Internet (IDI) provides systematic support to creative industries by implementing a program for the competitive distribution of government subsidies for the production and promotion of socially significant Internet content and video games. The amount of funding that the IDI will allocate to support the gaming industry will reach 3.4 billion rubles.

In terms of audience, Russia is one of the largest markets in Europe, despite its modest global share. The total audience of Russians playing online games reaches about 65 million Russians, in Europe 52% of the population aged 6-64 years that about 380 million people play video games. In terms of revenue, the Russian market cannot yet compete with the overall European market, but in terms of size and audience engagement, the Russian market is extremely promising.

The new Federal Law "On the Development of Creative Industries" creates a legal framework for supporting sectors of the creative economy, including the development of video games. It introduces the status of a "subject of creative industries", whose holders receive access to government support measures: preferential rental of premises, subsidies, grants, as well as information and expert assistance. The law provides for the maintenance of a special register and the use of a "creative mark" to identify participants and their products.

Games undergo an examination for compliance with legislation (age ratings, content restrictions). Notably, the regulations include a ban on "LGBT propaganda" and requirements for content labeling.

Under current regulations, the promotion and advertising of VPN services is prohibited. However, these tools remain in active use by a significant portion of the population, including gamers. Many international gaming platforms are not directly accessible, leading players to routinely bypass geo-restrictions using VPNs to connect to foreign services and content libraries.

Roskomnadzor monitors the enforcement of regulations, and platforms are required to remove prohibited content. For example, social networks and media platforms — VK, Odnoklassniki, Zen, Rutube; marketplaces and services — Ozon, Wildberries, Yandex.Market; messengers — Telegram, WhatsApp.

Western providers have limited payments, but alternative payment schemes through third-party countries are used. For example, through China (UnionPay, CIPS system), Turkey, Kazakhstan, Armenia, Kyrgyzstan and other EAEU countries (mediation for payment in Google Ads ext.).

Educational programs, subsidies, and grants are being developed, along with support for exports to BRICS countries (Brasil, China, India, South Africa).

Some disciplines (e.g., LoL) have ceased to be officially held due to non-compliance with legislation.

Games increasingly feature historical and folklore themes that are in demand within the country.

After the departure of global platforms, the role of local platforms such as VK Play, RuStore, and "Yandex Games" has grown.

The traffic to streaming platforms has increased by 1.5 times, with Twitch remaining the leader and VK Play Live. The audience of game streams is very large. The monetization of Russian streamers largely depends on direct donations from viewers and advertising integrations, while the subscription model is less developed. This makes the format of native advertising in streams highly effective.

The monetization models of streamers show significant regional differences due to cultural and economic factors: Russia/CIS. Basic income: direct donations (70-80%). Platforms: Twitch, VK Play Live. Features: A culture of instant streamer support. Asia (China, Korea, Japan, Southeast Asia). Main income: virtual gifts and premium features. Platforms: DouYu, AfreecaTV, Bigo Live. Features: advanced gamification system, social status through donations. West. Main income: subscriptions (50-60%) and affiliate programs. Platforms: Twitch, YouTube. Features: systematized affiliate programs, brand integrations. The key difference. The Russian model is closer to the Asian one in terms of direct payments from viewers, but it is characterized by a less structured virtual economy compared to Asia and a less developed subscription system compared to the West.

Esports in Russia is a dynamically growing industry with an audience of over 20 million people. The government supports the industry through the organization of international tournaments, such as the Games of the Future, and the official recognition of esports as a sport. Big business (VK Play, MTS, Yandex) sponsors teams and events. A striking example of international success is the fourth victory of Team Spirit in The International 2024 Dota 2, which confirms the high level of Russian esports players on the world stage.

Successful promotion of online games in Russia requires an integrated approach focused on local digital ecosystems. The key channels are: Targeted advertising on VK is the main hub for creating gaming communities and targeting the audience by interests. Contextual advertising in Yandex.Direct — to attract users who are actively looking for games, guides, and reviews through Yandex search. Collaboration with influencers — reviews and streams on VK Videos and Telegram from local gaming bloggers give maximum conversion and trust. Publication and ASO optimization in Russian marketplaces — mandatory placement in RuStore and the VK Play ecosystem with A/B testing of icons and descriptions. Deep localization is the adaptation of not only text, but also advertising creatives to cultural features and local memes.

Niches have been created to replace foreign games in esports and to promote exports to friendly countries.

No regional preferences exist. Gaming is popular across all age and regional segments, with the core audience being youth aged 18–35.

It combines official channels and widespread use of workarounds to access global services.

PC (48%), mobile (43%), consoles (8%). PC remains the most stable segment, supported by a wide audience.

The mobile segment is steadily growing by 6% annually, due to mass accessibility.

After the restoration of supplies consoles accounted for 8% of the market, but sales are limited due to parallel imports.

Esports in Russia brings together millions of players, and tournaments have become part of the advertising industry. Bright examples of such events include: Games of the Future, Warface PRO, Point Blank League, "CyberEast."

The development of cloud gaming is supported by the growth of 5G and high-speed internet.

Due to restrictions on mobile platforms, there has been an increase in web-based games.

Popular genres include shooters (CS2, Warface), tank battles (WoT), MOBA (Dota 2), and strategy games.

Lesta Games (₽22 billion, +83%), Astrum Entertainment (₽10 billion), "SoftClub" (₽8 billion), Innova (₽3.5 billion), Buka (₽1.5 billion).

AI tools, cloud services, 5G, and portable gaming.

VR/AR remain niche due to hardware and distribution limitations.

Export is becoming a strategic focus for Russian studios. The main target markets are the countries of Asia, BRICS and the CIS. Success in these markets is often based on the same principles as in Russia: deep localization, partnership with local publishers, and adaptation to distribution specifics.

Growth of microtransactions, subscriptions, and in-game advertising.

Macroeconomic risks, sanctions, limited access to technologies and payments. The key barrier is limited access to international payment systems. We need to focus on integrating local payment methods («Mir», QIWI, mobile operators) and a flexible strategy that combines performance marketing with organic growth through community building.

Sanctions have freed up niches, and small studios are receiving support and opportunities to enter local platforms.

Players want local storylines, high-quality graphics, and accessibility through local services.

Export support programs, educational initiatives, grants, and positive rhetoric from the highest leadership.