Strategies for Promoting Browser-Based Games in the Russian Market

Russia has seen a significant rise in the popularity of browser-based games. With each passing year, the number of games continues to grow, as new titles seek to find their player base. However, not all games are successful in attracting players. Fortunately, there are numerous effective methods available for game promotion, such as SEO, contextual advertising, social media marketing, collaborating with journalists, streamers, bloggers, and let’s players. To discover the most suitable tools for promoting browser-based games in the Russian market, I recommend reading the “Guide to Online Games Promotion in the Russian Market.”

Digital marketing

Digital marketing offers a wide range of tools that are highly effective for promoting browser-based games. Among these tools, search engine optimization (SEO) stands out. Implementing SEO techniques ensures that your game’s website appears on the first page of search results. This not only enhances your marketing efforts but also improves your game’s image, as higher search rankings make it more visible and appealing to your target audience.

Speaking of the target audience, accurately identifying it is crucial. Different games appeal to people of varying genders, ages, and educational backgrounds. Therefore, it is essential to advertise your games through different channels that cater to your specific target audience. Once you have identified your audience, utilizing targeted banner advertising, contextual advertising, and social media advertising can be highly effective strategies.

CPA networks

One of the highly effective methods for promoting browser-based games is to leverage the potential of CPA networks. In these networks, you have the opportunity to purchase targeted traffic, sign-ups, visits, and utilize affiliate networks by placing links. This enables you to quickly expand your player base, ultimately attracting even more new players.

It is important to highlight that the concept of Cost Per Action ensures that advertisers only pay for specific actions, rather than just for traffic. These actions can include signing up, downloading game files, spending a certain amount of time within the game, or reaching a particular level of gameplay. If you’re interested in delving deeper into the realm of affiliate marketing, I recommend checking out our blog for more insights and information.

Engaging with the community through social media marketing efforts and building strong connections

Maintaining an active presence on social media platforms is a crucial component of the marketing strategy for promoting browser-based games. It is highly recommended for your game to have its own dedicated blog, Twitter account, VKontakte page, and Facebook groups. This is primarily essential for effective communication and collaboration with players, including sharing game news, updates on new features, organizing competitions and giveaways, as well as providing insights into the game’s development process.

Even if you haven’t created these groups yourself, it is likely that fans will establish them on their own. In such cases, it is important to establish contact with the group administrators and encourage their engagement.

In general, the game’s community is a valuable resource at any stage, and it should be nurtured through various means:

• Utilizing channels that are convenient for the audience, typically social media platforms.
• Responding promptly to user complaints and suggestions.
• Encouraging and rewarding active participation in discussions and spreading information about the game.
• Maintaining an open and receptive attitude towards dialogue.

Coordinating with print media

The realm of print media covering computer games is rather limited. These publications have a strong following among gaming enthusiasts, making it crucial to establish connections with them. It’s important to provide journalists with updated and preferably exclusive information about your game, preferably starting during the development stage.

Game journalists typically have a deep passion for games and the gaming industry. They strive to understand a game from the perspective of its audience. Therefore, it’s essential to treat them not just as a potential source of traffic, but as colleagues you’re collaborating with. It’s preferable to communicate with each journalist individually, rather than relying on mass mailings. This significantly increases the likelihood that print media will develop an interest in your game and cover it.

Participating in special events serves as a vital channel for communicating with the game press. These events are often in the form of exhibitions, attracting not only regular players but also journalists and influential figures in the gaming world, such as streamers and let’s players. During a game presentation event, a brief introduction to the game is given, followed by an opportunity to play it.

Utilizing the power of influential marketing

Influencer marketing plays a significant role in promoting games by engaging with gaming bloggers, let’s players, and streamers. These influencers possess a clear advantage over gaming journalists because they dedicate substantial time to your game, understand its intricacies, and present the essence of gameplay to their audience. Moreover, the audience tends to trust and prefer their opinions over those of journalists.

The impact of their activities justifies investing in establishing relationships with them. These relationships can be nurtured in various ways. If influencers show interest in your game, they may conduct a review even without your assistance, but it’s preferable to collaborate with them. If your game hasn’t caught the attention of the influencers you’re targeting, proactively reach out to them. One simple approach is to provide them with early access to beta versions of the game, even before its official release.

For instance, Quarter Billion Agency Group has previously promoted a browser-based game, DRAKENSANG, by leveraging the influence of let’s players. In 2013, we orchestrated a series of viral videos where popular Russian video bloggers competed with each other in the game under unusual circumstances. You can find more details about this case in our blog.

Promoting browser-based games involves a diverse range of channels, including traffic acquisition, SEO strategies, and establishing connections with opinion leaders and journalists. The experts at Quarter Billion Agency Group can assist you in choosing the perfect blend of tools tailored specifically to your needs. You can find our comprehensive marketing solutions for online games on our services page.