The Russian mobile gaming market is one of the most interesting yet most challenging markets in the world. Huge capacity and fast growth make the Russian market extremely attractive for the majority of game developers and publishers around the world. But local consumer mentality and market pitfalls make working in this market both problematic and risky.
Many developers know about the Asian boom and are focusing on China, South Korea and Japan, but they’re missing out one of most lucrative iOS/Android gaming markets. While Russia still lags behind the West in smartphone penetration, quick adoption translates to an expanding market. According to Distimo, revenues from the Apple App Store for iPhone in Russia grew by 115% in 2012, while Google Play’s revenues rose by a whopping 250%. In the first quarter of 2013 the Russian Google Play moved into fourth place in terms of total downloads by country, while Russian iPad owners spend on average 20% more than Germans.
The Russian market is more than just Russia. There are more than 260 million native Russian speakers living in Russia, the x-USSR and Israel, as well as, large expat populations all over the world. This fragmentation is just one of the pitfalls of the market. Success requires a wide range of payment options and intelligent marketing techniques. Localization is also key. More than 80% of revenue come from games that have been translated and adapted for the Russian audience.
Nevosoft has over 11 years of experience working on the Russian market. We know all the buttons to push and levers to pull to get games exposure. We spread press releases, get them reviewed on popular web-sites, and send out newsletters all in Russian. We know all key players in Russian media. Our position has always been strong on the Russian market. We continue leverage the company’s downloadable portal, Nevosoft.ru, which remains one of the leading portals in Russia and Eastern Europe. It continues to be good resource because many of our faithful PC gamers have crossed over and are now playing on mobile devices.
When it comes to social networks, we’ve got the right connections. Only 3% of Russians are using Facebook. They prefer Russian networks like VKontakte, Ondoklassniki, and Moi Mir. Nevosoft has top social games in all these networks with a growing user base of over million players that provide high quality traffic. Likewise, Nevosoft was one of the first companies to work with Russian app stores like new Odnoklassniki app store and Yandex.store.
When it comes to mobile games in Russian, we know the rules and strategy to launching games, we understand the players, we have the payment options, we speak the language, and we have all the right connections. According to App Annie, companies usually get 1-2% of their revenue from the Russian App Store, we’re getting around 20%. To non-Russians, the Russian market may look risky or low priority, but really it’s one that you’re likely ignoring at your own peril. We’re already working with over 10 companies to bring their game to the Russian market. Why not join them so we can reach the top together?
To discuss the publishing terms for your game, please, contact us at firstname.lastname@example.org !