Promoting Mobile Games in Russia: Unique Aspects, Advice, and Strategies

The primary advantage of mobile games lies in their accessibility. The increasing availability of affordable or free-to-play games of high quality continues to attract a growing number of mobile gamers. Unlike traditional gaming platforms, such as PCs or consoles, mobile games can be easily launched on almost any smartphone within minutes, eliminating the need for expensive upgrades or purchases.

Why Target the Russian Market for Mobile Game Promotion?

Russia presents a compelling market for promoting mobile games due to its significant mobile internet user base. With nearly 90 million monthly mobile internet users compared to 64 million PC users, the mobile audience in Russia surpasses the desktop audience. Furthermore, approximately 83 million Russians access the internet daily through their mobile devices, with nearly 30 million users relying solely on mobile devices for their online activities.

Notably, mobile users in Russia spend considerably more time online compared to PC users. For instance, the 12-24 age group spends an average of 204 minutes per day on mobile web, which is three times longer than their PC usage. The 25-34 age group spends 182 minutes on mobile web daily, compared to just 71 minutes on PC. Overall, mobile internet usage surpasses PC usage by 1.5 to 3 times across all age categories, highlighting the extensive engagement potential within the mobile gaming market in Russia.

The Russian Market: A Promising Landscape for Mobile Games

When it comes to the mobile game audience in Russia, expert estimates suggest it reaches a staggering 66 million users, positioning the country among the top nations globally in terms of both player count and game downloads. This thriving market makes it an attractive destination for game developers seeking opportunities for growth and success.

Characteristics of the Russian Mobile Game Audience

A survey conducted by Google revealed notable differences between American and Russian gamers in terms of their motivations for playing mobile games. In the United States, the primary motivation, as reported by 62% of respondents, is to have fun. In contrast, the main driver for Russian gamers, accounting for 53% of respondents, is the necessity to pass the time. Additionally, while American gamers primarily discover new games through app stores (as indicated by 40% of respondents), recommendations from friends or family play a more significant role in Russia, with 32% citing it as the key factor influencing their game choices.

Preferred Monetization Models

In Russia, according to data from Google and Savanta, the preferred monetization models for mobile games differ among players. Approximately 36% of players opt for free-to-play games supported by ads, while another 30% prefer games that offer paid options within the gameplay. Additionally, 11% of players choose to download games that require an upfront payment to access the full experience. These various monetization models provide developers with opportunities to cater to different player preferences and generate revenue in the Russian market.

Mobile Game Marketing Specifics in Russia

Smart Design and App Store Optimization (ASO)

  • Identify a key feature to promote your game and incorporate it smoothly into the game name.
  • If the name is not translated into Russian, adapt the game description to the Russian-speaking audience.
  • Conduct tests using different game icons and screenshots.
  • Encourage initial installs to improve rankings on Google Play and App Store, increasing visibility for users.

Sponsored Search Promotion

  • Develop a semantic core based on your budget, prioritizing search queries with low to average competition and sufficient traffic.
  • Be prepared to modify the game name in the store during advertising campaigns to include relevant keywords for better results.
  • Allocate the budget for each query over a period of six to twelve months to maintain top positions in search results and sustain leadership.

Note that maintaining top positions in mobile app stores and sustaining leadership requires distributing the budget for each query over a period of six to twelve months of promotion. This approach ensures your game maintains visibility and favorable positions in search results for specific key queries.

Search Engine and Social Network Advertising

When marketing in the Russian market, it’s important to consider that, in addition to Google, you should also engage with Yandex, the second most popular search engine in Russia. In terms of social media, VKontakte and Odnoklassniki take the lead. Focus on advertising formats specifically tailored for mobile devices to maximize impact.

Community Building

To launch and promote your game, create your own group and build a community around it. You can establish a group on social networks like VKontakte, Odnoklassniki, or Facebook, or create a discussion thread on popular Russian gaming forums. Within these platforms, organize giveaways, polls, and encourage user feedback to maintain ongoing communication and cultivate a loyal audience.

Collaborations with Russian Influencers and Brands

Brands, musicians, and celebrities will continue to utilize games and other mobile entertainment products as a platform for marketing and engaging with the general public. In Russia, influencers hold a significant level of influence. Even if you have a limited budget, you can still offer compelling collaboration opportunities that benefit all parties involved.

Remember that such collaborations are mutually advantageous. Brands gain an effective and original tool to promote their products to a wide audience, influencers acquire an additional channel to connect with their followers, and developers can offer valuable content while attracting new players.

Tips and Tricks

Stay updated on trends and continuously enhance both your game and its description on Google Play and App Store. Remember that ASO encompasses more than just search traffic; optimize every key step of the user’s journey towards downloading your app. Utilize the advertising opportunities provided by local platforms such as the Yandex search network, VKontakte, and MyTarget (including Odnoklassniki, My World, and other Mail.ru projects). Experiment with different advertising formats to determine what works best for your game. Be prepared to strategically adjust your marketing plan and promotion strategy as needed. Consider reaching out to QB Agency experts in game promotion in the Russian market, for their specialized assistance.