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Russian
mobile market
Agenda
• Russian market: reasons to be there
• The portrait of Russian gamer
• Secrets to succeed
Mail.Ru Group
of Russian
Internet Market
90%#1 publisher in
Russia
Owns 3 largest social
networks
Russian market
3 things to remember about Russia
Huge
№5 market by app installs – over 60
mln mobile users
Less competition
average CPM is 5 times less than in
Europe and USA
Easy to test
3x cheaper to localize, 1 partner to
deliver all the traffic
Best for games
Source: Mail.Ru Group
Top 1 category by app downloads Top 2 category for retention
0 10 20 30 40
Social Networks
Games
Entertainment
Finance
MAU
WAU
DAU
Top by revenue
Success tips
#1: Analize market share
Source: TNS, Cities 700k+, 12-64
Time spent per day
40 30 2511 8
by Mail.Ru Group by Mail.Ru Group by Mail.Ru Group
5
#2: Localize your game
Source: Russian census
speak english
7%
Source: Inlingo localization
Match-3
Puzzle
Casual
Tower Defense
Strategy
Adventure
Action
Shooter
Hidden Object
MMORPG
RPG
#3: Don’t ignore Android
Source: myTarget data
66% 24% 5% 5%
#3: Don’t ignore Android
Source: myTarget data
0 0,5 1 1,5 2 2,5
Shooter
Casual
RPG+strategies
Utilities
Datings
Services
e-com
USD
Android
iOS
Russian gamer
Immersion
31%
Control
21%
Process
17%
Achievment
15%
Russian gamers look for:
Russian
translation
Good graphics
Makes
them think
Doesn’t weight a
lot
Doesn’t
kill battery
Source: Mail.Ru Group
Ru
Case study
Description of the project
Project: Boost Guild of Heroes mobile game to TOP RPG category in Play Market
GEO:Russia
Task:60 000 installs within 14 days
KPI:RRD1 > 35%, RRD2 > 20%
Budget: 65 000$
CPI: 1,05$
Traffic sources
Source Plan Result
Mail.Ru Group 65% 88%
Facebook 15% 5%
Google 10% 3%
Fyber, Tapcore
and other DSP10% 4%
CTR battle
Examples of creatives with low CTR
Average CTR: 0,4% - 0,6%
Examples of creatives with high CTR
CTR of a broad
audience
1.25%
CTR of a narrow
audience
1.9%
Summary
5 reasons
Lots of installs
Less competition, cheap Easy to enter
Сlear Monetization
Very targeted
and quality gamers
