Overview of the Russian Game Industry

Based on the Newzoo 2018 Report, it was projected that the Russian gaming market would achieve a noteworthy milestone of $1.7 billion, propelling Russia to the 11th position globally. Additionally, Russia attained the distinction of being Europe’s leading e-sports market in 2017.

Expand your understanding of the Russian video game industry by delving into our comprehensive White Paper titled “Guide to Online Games Promotion in the Russian Market.”

Nikita Kulakov, Esport Producer in Mail.Ru Group, suggests that the primary reason behind the impressive statistics in the Russian gaming market is its larger population compared to other European countries. Additionally, he highlights that certain developments, such as the proliferation of computers and game controllers, occurred later in Russia than in Europe and the USA. As a result, the e-sports industry in these regions has already reached a relatively advanced stage, leading to more stable growth rates in contrast to the rapid expansion witnessed in Russia.

The online games market in Russia

Game experts from Mail.Ru Group have observed a significant increase in revenues within the mobile segment, with a growth rate of 54% compared to the previous year.

This development marked a milestone in 2016 when mobile games surpassed social games, securing the second position in the Russian market. The mobile gaming market has demonstrated remarkable growth, expanding tenfold over the past five years in terms of monetary value.

Massively multiplayer online games (MMO) continue to reign as the most popular genre in Russia, accounting for 53% of the market share in 2016.

Characteristics of a Russian Gamer

In the present day, over half of the online users in Russia engage in gaming activities. The total count of online game enthusiasts in 2018 reached 65 million, out of the total of 113 million Runet users.

Remarkably, women are nearly on par with men in terms of participation, constituting 48% of the overall player base. While desktop games hold greater appeal for men, attracting 55% of their interest.

Interestingly, the majority of gamers in Russia belong to the younger demographic, with those under 35 years old being particularly prominent. Furthermore, a significant proportion of mobile players are from the youth segment, making up 66% of the mobile gaming audience. In contrast, among desktop players, one out of every three falls within the 45 years and older age group.

The proportion of unemployed individuals who are active gamers stands at a mere 8%. A significant segment of players, amounting to one-fourth of the total, consists of white-collar professionals. Workers and school students make up around one-sixth of the gaming community, while managers or department heads comprise approximately one-tenth.

When comparing mobile gamers to PC/laptop gamers, there is a higher percentage of schoolchildren/students among the former (20% compared to 14%). Conversely, retirees account for nearly four times the percentage among PC players, potentially due to the greater presence of younger individuals among smartphone or tablet users.

The Audience of e-Sport Games

The popularity of competitive gaming continues to grow, captivating an increasing number of individuals as both viewers and players. In May 2017, the Game Department of Mail.Ru Group collaborated with Research.Mail.ru to provide an overview of each segment within the audience.

Enthusiastic spectators of e-sports tournaments

In 2017, the viewership of e-sports competitions saw a substantial rise, reaching a count of 3.7 million viewers.

Among the various e-sports genres, shooter games attracted the highest viewership (70%), followed by MOBA (42%), and strategy games (35%).

The majority of viewers (90%) preferred to watch e-sports broadcasts on their laptop PCs. However, it is worth noting that some viewers also accessed e-sports content through traditional media channels such as TV or radio. For instance, 11% of respondents reported watching tournaments on TV.

E-Sports enthusiasts

When it comes to game selection, gamers primarily rely on the opinions of their friends, with nearly half of the respondents (49%) considering it a crucial factor. Additionally, 42% of participants rely on online reviews, while the same percentage trust games from developers they admire. Traditional advertisements, on the other hand, have diminished in significance, influencing the choices of only 21% of the study participants.

Among gamers interested in e-sports, the majority (76%) prefer shooters. Strategies rank second (44%), followed closely by MOBA (41%).

Characteristics of an e-Sports Fan in Russia

E-sports enjoys a strong following among male audiences in Russia, accounting for 95% of fans. The majority of players are under the age of 34, with 93% falling within this demographic. This age distribution is a crucial factor to bear in mind when entering the Russian market and devising promotional campaigns. Additionally, many professional gamers have a keen interest not only in participating but also in spectating tournaments. Leveraging video and native advertisements within popular broadcasts becomes an effective strategy for promotional purposes.

Advantages of the Gaming Audience

The gaming audience consists predominantly of young individuals who tend to be financially reliable and actively engage within their community. This audience offers great potential for a wide range of advertisers beyond just the gaming industry.

Several market segments have proven to be successful investments for advertising budgets when establishing connections with gamers. These segments include technology, FMCG (Fast-Moving Consumer Goods), sports, telecom, retail, banks, cinema, entertainment, and education. Prominent brands like Snickers and Red Bull often serve as sponsors for e-sports tournaments and online broadcasts.

Now that we have gained some understanding of the Russian gaming audience, let’s delve into strategies for promoting your game within the Russian market.

Traditional Advertising Methods for Promoting Games

TV Campaign

The primary target audience of online games is effectively reached through two key communication channels: music platforms and channels aimed at young adults.

By focusing on cable broadcasting, game advertisers can establish nationwide communication and connect with a substantial audience. As of 2018, the number of cable broadcasting subscribers reached an impressive count of nearly 42,700,000 individuals.

To illustrate, in 2014, ArcheAge invested over $1.5 million in advertising on various Russian channels.

Engaging in Events

Igromir and Comic Con stand out as the most renowned gaming events in Russia, making participation in these gatherings an effective means to connect with both new and existing gamers.

In 2018, Igromir 2018 and Comic Con Russia drew a crowd of over 170,000 visitors across four days. Over 200 companies showcased the latest releases in the gaming world and pop culture across more than 210 booths and displays. The events received extensive coverage from over 2,000 media representatives.

Exhibitors at Igromir 2018 included esteemed companies such as Blizzard Entertainment, Ubisoft, Activision, XBOX, PlayStation, ASUS, ACER, THQ Nordic, Intel, Microsoft, Bandai Namco, Gamepark, GIGABYTE, OMEN by HP, Warner Bros. Interactive Entertainment, Legion by Lenovo, and many others.

Articles and News Coverage

The following gaming media outlets hold significant respect within the Russian gaming community. Prior to and following participation in Igromir and Comic Con, it is advisable to publish news updates and game reviews in both print and online magazines. Additionally, a well-executed supporting campaign, combined with other relevant activities, can prove to be highly beneficial.

Cobranding

Cobranding, also known as “brand partnership,” presents a promising win-win model. The key aspect is selecting the right partner whose audience aligns with the interests of your product.

We believe that the following business sectors can serve as potential partners for online games:

• FMCG (Fast-Moving Consumer Goods)
• Banks specializing in individual services
• Fast food establishments

Digital Tools for Promoting Games

Promoting Games through Mass Media

Media advertising serves as a powerful tool for enhancing brand awareness, including in the context of promoting games. The key lies in selecting the appropriate publication channels. For example, placing game advertisements on a specialized gaming website is likely to yield better results compared to the same ads appearing on a portal such as lamoda.ru.

Modern media advertising offers various publication formats, including:

• Branding
• Banners
• Native advertising
• Side line ads
• Full-screen ads
• Video ads, which are particularly effective

Here is a TOP-10 list of websites for gamers where it is highly recommended to advertise your game:

• IGN
• GameSpot
• Steam
• Twitch
• Kotaku
• Polygon
• GamesRadar+
• Rock, Paper, Shotgun
• Eurogamer
• Game Informer

These websites provide a safe and targeted platform to effectively promote your game.

CPA-networks

Cost per acquisition (CPA), also referred to as cost per action (CPA) or pay per acquisition (PPA), is an online advertising pricing model in which the advertiser is charged for a specific desired acquisition, such as user registration in our case.

CPA is commonly favored by direct response advertisers as it offers an optimal approach to purchasing online advertising. With CPA, the advertiser only pays for the ad when the desired acquisition has been successfully completed, ensuring cost efficiency and measurable results.

Bloggers

The most effective collaboration channels in Russia, as well as worldwide, include featuring your game in YouTube reviews and streaming it on a popular gamer’s channel on Twitch. This approach enables you to reach a highly relevant audience.

The key advantage of this advertising cooperation lies in the fact that video game enthusiasts typically establish trust-based relationships. When selecting games, many gamers rely heavily on reviews and blogs, making these platforms influential in their decision-making process.

Programmatic

By employing this approach, we can effectively reach individuals who actively engage in other online games, possess an interest in e-sports, and regularly watch game streams.

Programmatic advertising offers notable advantages in this context. Firstly, it supports the promotion of various media banner formats and video commercials, ensuring a comprehensive advertising presence. Secondly, programmatic advertising swiftly identifies your target audience and their browsing habits, allowing ads to be displayed exclusively to this specific group of individuals.

Communication Channels for Online Gamers: Official Website and Social Media Accounts (VKontakte, Odnoklassniki, Instagram)

Even with the effectiveness of digital activities, community management plays a crucial role in maintaining engagement. Social communities should be vibrant, interactive, and rich in information, creativity, and visual content. Encouraging active participation and generating comments is vital because word-of-mouth recommendations serve as proof to others about the game’s awesomeness.

P.S.

The selection of promotion channels and their effectiveness greatly depends on the unique characteristics of each project and its target audience. If you have made the decision to promote your game in the Russian market, you can take the first step today by sending us a message. We are here to assist you in your promotional endeavors.