Market Insights Advertising & Media Media Games

In-game Advertising - Russia

Russia

In Russia, revenue in the In-game Advertising market market is projected to reach €0.46bn in 2025.
This revenue is expected to show an annual growth rate (CAGR 2025-2029) of 7.75%, leading to a projected market volume of €0.62bn by 2029.
The average revenue per user (ARPU) in Russia is anticipated to amount to €11.65.
In a global comparison, most revenue will be generated China, which is expected to reach €47,730.00m in 2025.
In Russia, the integration of in-game advertising within popular mobile games is rapidly evolving, reflecting the nation's growing digital engagement and gaming culture.

Key regions: China, India, United States, Germany, Europe

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Analyst Opinion

The In-game Advertising market in Russia is experiencing significant growth and development.

Customer preferences: Russian gamers are increasingly open to in-game advertising as a way to enhance their gaming experience. They are more accepting of non-intrusive ads that blend seamlessly into the game environment. This preference for subtle and integrated advertising is driving the adoption of in-game advertising in Russia.

Trends in the market: One of the key trends in the Russian In-game Advertising market is the rise of mobile gaming. With the increasing popularity of smartphones and tablets, more Russians are playing games on these devices. This shift towards mobile gaming has created new opportunities for in-game advertising, as advertisers can reach a larger audience through mobile games. Another trend in the market is the growing interest in eSports. Russia has a vibrant eSports scene, with a large number of professional players and teams. As eSports gain mainstream recognition and attract a wider audience, advertisers are looking to capitalize on this trend by incorporating in-game advertising into eSports events and tournaments.

Local special circumstances: Russia has a unique gaming culture, with a strong emphasis on multiplayer online games. This presents a unique opportunity for in-game advertising, as advertisers can target a large and engaged audience. Additionally, Russian gamers are known for their high levels of engagement and spending on in-game purchases, making them an attractive target for advertisers.

Underlying macroeconomic factors: The Russian economy has been recovering from a period of recession, leading to increased consumer spending. As disposable income levels rise, more Russians are able to afford gaming consoles, PCs, and mobile devices, leading to a larger gaming population. This growth in the gaming market provides a fertile ground for the development of the In-game Advertising market. Furthermore, the Russian government has been actively supporting the development of the gaming industry. Initiatives such as tax breaks and grants for game developers have helped foster a favorable environment for the growth of the In-game Advertising market. This government support has encouraged both local and international companies to invest in the Russian gaming market, further fueling the development of in-game advertising. In conclusion, the In-game Advertising market in Russia is experiencing significant growth and development due to changing customer preferences, emerging trends in the gaming industry, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, it presents lucrative opportunities for advertisers to reach a large and engaged audience in Russia.

Methodology

Data coverage:

The data encompasses B2C revenues. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach / Market size:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., Consumer Insights), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional Notes:

The market is updated twice per year in case market dynamics change. Consumer Insights data is unbiased for representativeness.