If you want to grow your app’s user base or finally monetize your traffic in Russia, this research
gives you real numbers and clear answers.
We also asked experts from leading Chinese mobile app associations to share their perspective
on the Russian market.
Let’s look at the size of the opportunity:
of mobile connections are broadband
most users have access to mobile
data rather than just voice or SMS
The short answer: yes. Despite restrictions, Russia's mobile app economy is still active —
and in some areas, it's growing.
Android apps
Paid apps are blocked. Free apps are available,
but in-app purchases through the native Google Play
system are not possible. Instead, developers can
accept in-app purchases via Yandex Pay SDK.
iOs apps
Direct in-app payments via Russian bank cards are unavailable, but users can still top up via external payment links and Apple gift cards.
Apple supportAndroid apps adapted
to Huawei’s ecosystem
Positioned as a Russian alternative to Google Play.
Pre-installed on all new Android phones
from September 1, 2025
Android apps
Still active in Russia
Android apps
Shared via sites
"The platform ecosystem follows a 'Google Play + local alternative stores' dual track structure.
RuStore hit 65.5 million monthly active users in 2025. Chinese developers on the platform grew 2.5x, revenue increased 3.5x, and app listings rose 40%. More than half of overseas apps added to RuStore in 2026 came from Chinese studios."
Yandex Ads covers both sides — ad monetization and user acquisition. You can run campaigns, monetize through our ad network, and move earnings directly from one to the other.
No Russian legal entity required.
Checklist:
What you'll need
to publish in Russia
Let’s talk results
Who's advertising?
Where do they run campaigns?
Performance campaigns are alive and working — you just need the right stack.
APPS — mobile game publisher from Türkiye
31% of total ad revenue in Russia came from banner ads —
with Yandex becoming the top-performing network
ARPDAU growth
DAU increase
Karfarol Games — mobile game developer
Revenue growth driven by integrating Yandex monetization tools
across
multiple apps
eCPM after integration
vs regional average
YoY growth of apps by
Chinese
developers in
YAN, 2025-2026
If you're running user acquisition campaigns,
the Russian market might look tangled from
the outside. But let's be clear: ad performance here is still strong — and this section shows you the numbers.
106-110M
Russians aged 7+ play video games
62%
play on smartphones
"Russian players respond well to social features — leaderboards, co-op tasks, teamwork mechanics. The most popular genres range from action and RPG to sandbox and casual, but
across all of them, social integration drives retention."
20%
of gamers made in-game purchases
at least once in 2025
"The Day 1 retention rate of paying users is 20.5% higher than that of Google Play users in the US. However, Russian users tend to
be less vocal in their feedback. They are relatively silent and often choose to ‘quietly disconnect’ when encountering unresolved issues in a game."
"The average Russian gamer spends $59 per year, expected to reach $67 by 2027. On RuStore, Chinese companies account for over 60% of the top 10 highest-grossing apps, and roughly half
of all new games each month come from Chinese developers."
Puzzle, adventure, tabletop games —
more popular with women
RPG, shooter, strategy — more popular with men, higher average spend
"Casual and puzzle games remain the main categories for advertising in the Russian market, followed by action, simulation,
and arcade games. This reflects a strong interest in PvP, competitive elements, and simulation gameplay. Games with strong narratives, high social features, and adaptation to local culture tend to see higher acceptance."
While Russia is a core market for gaming, consumer spending signals extend well beyond. We've analyzed tourism, entertainment and esport industries — just to be sure.
Tourism
29%
air ticket searchers
39%
ski resort seekers
Entertainment
CR 10.5%
the highest conversion rate across all formats
Esport
+101% YoY
growth in Steam top-up conversions
+133% YoY
increase in ad budgets
of foreign apps advertising
via Yandex App Campaigns
+30%
YOY increase in the number
of Chinese apps advertising via Yandex App Campaigns in 2025
+111%
YOY increase in the ad budgets
of Chinese apps advertising via Yandex App Campaigns in 2025
Ad spend by format — Yandex App Campaigns,
Q4 2025
Non-gaming apps spread budgets across search (36%) and image-based formats. Gaming concentrates on video,
with interstitials (28%) and rewarded video (13%) leading the way because immersive creatives drive more installs.
"Users have a high acceptance of in-app advertisements, including banners, rewarded videos, interstitials, and native ads. This has become an important monetization method for Chinese
apps in Russia."
Checklist:
Should you run UA campaigns here?
Before you publish or advertise in Russia, here's what to double-check.
This isn't your usual geo. The market has quirks — but they're well-documented and manageable.
So if you’re planning to launch, grow, or scale in Russia, start here. This section is for everyone touching the funnel: monetization managers, UA leads, product owners, publishers.
Google Play and App Store remain the main sources of app attribution in Russia. You can collect payments for in-app purchases via Yandex Pay SDK.
There are also alternative stores worth considering, depending on your target devices:
Pre-installed on all new Androids in Russia
For Huawei users
For Xiaomi/Redmi users
You don’t need to be everywhere. But you do need a plan — because performance varies by channel.
If you’re monetizing, especially with IAPs or subscriptions, know this:
Native payments have been blocked in Google Play since 2022. App Store users can’t pay with Russian bank cards. Yet, they can still make purchases and top up their App Store balance via mobile carriers
or prepaid gift cards.
Tip for Android publishers: You can accept in-app purchases from users in Russia via Yandex Pay SDK.
This solution is supported in digital products only, but doesn’t apply
to physical goods.
Learn more about how it works.
In Russia, advertising is covered by specific laws.
If your creatives are not following the regulations,
your ads won’t run.
Make sure to:
Russia-based users are picky — and platforms
are too. If your store page looks like it was auto-generated, good luck.
"Russian users are increasingly demanding regarding quality, plot, and gameplay. While spending on pure "traffic-driven" products is declining, Chinese games with high-quality content and
strong interaction see continuous improvements in user stickiness and life-time value (LTV)."
Apps that do well usually localize:
"Deeply localized games with native Russian content and Slavic art/plots see higher willingness
to pay and higher average order values than simple translations. For example, RPG games that integrate Russian culture achieve 25%-38% of their total installs through Yandex Ads."
Chinese MOBA developer
Growth driven by localized creatives and
ML-based
targeting optimization
installs per week by
the third week
CPI
game installs
International game studio — midcore RPG/MMORPG
Retargeting re-engaged existing players
and converted them
into paying users
CPA for in-app
purchase
in-app purchase CR
