Game developers proposed to use mos.ru to promote games

On the part of game developers, the discussion was attended by the CEO of the Agency for Creative Industries Gulnara Agamova, the CEO of 1C Games Studios Albert Zhiltsov, the director of business development of the Lesta Games group of companies (games World of Ships, World of Tanks) Gauhar Aldiyarova and others.

The developers suggested considering using city resources to promote products. According to Kommersant data, mos.ru alone is visited monthly by about 43 million people.

According to Anna Planina, CEO of NMi Digital, the use of such resources could help the industry expand its audience. The expert noted that game development studios now mainly buy traffic directly from providers, including portals, social networks, specialized media and video hosting. In addition, the in-app advertising format (interactive ads in mobile applications) has gained popularity, allowing the user to get acquainted with the demo version of the game and retain the consumer’s attention.

In the last two years, the cost of buying traffic has almost doubled, noted Nikita Proskurin, director of Rummy Games and Geeky House. The price of traffic per user varies depending on the genre of the game and can reach $60.

The price increase is significantly influenced by the increase in the number of game releases and, consequently, the increase in competition for advertising traffic, the developer added.

In addition to purchasing advertising on municipal resources, industry representatives also suggested using factoring – purchasing mobile traffic with deferred payment secured by accounts receivable. With this scheme, the traffic buyer would receive a deferred payment, wait until the user purchases a game or in-game item, and at that point pay the traffic provider.

According to a July study by the Smart Ranking agency, the Russian game development market in 2023 grew by 17.7% year-on-year, reaching a volume of 45.4 billion rubles. The console gaming segment showed the highest growth during the year, adding more than 43%. The market leader remains PC games (77.6% of the market, 35.2 billion rubles).