We did the research so you don’t have to.
If you want to grow your app's user base or finally monetize that traffic sitting in Russia, this page gives you real numbers and real answers.
Let’s look at the size of the opportunity:
95% broadband connections
most users have access to mobile data rather than just voice or SMS
Datareportal, 2025This is the distribution of mobile operating systems in the country:
71.16%
Android users
28.12%
iPhone users
The age distribution is fairly balanced:
There are still concerns about payments, regulations, and platform access. So let’s get honest. What’s in it — and what’s not?
You run an app and your traffic from Russia is just... there.
You want more users from a developed market, but don’t want to compete with giants.
You’re monetizing, but fill rates or eCPMs from Russia are underwhelming.
You’re just curious if the Russian market is even worth the effort.
You heard others are scaling there, but you're not sure how.
Let’s bust some myths here. Despite restrictions, Russia’s mobile app economy is very much alive. In fact, it’s quietly adapting to changes — and in some areas, growing.
83%
of people in Russia own a smartphone
106+ million people can become users of your app.
Statista, 2025+53%
growth of the Russian online ad market in 2024
Advertisers are increasing their investments — don’t miss your opportunity to benefit from these ad budgets.
Air, 20252.4B
app installs across all platforms in 2024
People in Russia are highly receptive to exploring new apps, so this could be a great market to launch yours.
App2 Top, 2025Top 5
Russia’s global rank in mobile game downloads in 2024
This is a huge market with tons of downloads — even capturing a small share, you'll find a stable audience.
App2 Top, 2025
Let’s talk results. In 2024:
1.18B
mobile games on Android
were downloaded by Russian users in the first half of the year
Wnhub.io, 2024So yes — users still click, play, and pay. And global advertisers are still here.
Who exactly?
Where do they run campaigns?
Performance campaigns are alive and working — you just need the right stack.
Checklist: Should you advertise here?
If you checked one box or more — you are ready to test Russia
If you checked one box or more — you are ready to test Russia
So… should you even bother?
If you're a publisher:
Yes, if you distribute to multiple stores or want new users.
If you're an advertiser:
Yes, if you want less competition in a mobile-first market.
If you're both?
Even better.
While others look away, over 106 million smartphone users are still downloading, tapping, and paying every single day.
Interstitials
Android
Rewarded videos
Android
Banners
Android
Interstitials
iOS
Rewarded video
iOS
Banners
iOS
But let’s not ignore the elephant in the room – there are limitations and technical challenges for working with the Russian market. Luckily, companies that do remain active in Russia, help publishers and advertisers work with their audiences effectively.
Russia’s global rank in mobile game downloads in 2024
Installs in 2024 despite a YoY drop
That decline mostly reflects users switching to RuStore or using region settings — not losing interest
App2top, 2025Game downloads in Russia recorded from Google Play and App Store in the first half of 2024
Whub.io, 2024
+12% YoY
Projected mobile revenue growth by the end of 2025
Commnews.ru, 2025The users are still there. They’re still spending.
of internet users in Russia play games
rbc.ru, 2024of gamers in Russia play on smartphones
rbc.ru, 2024Expected to hit $67 by 2027
By 2027, it's expected to reach 35M
Genre behavior is stable and predictable:
These patterns show up in Yandex Mobile Search, too. But don't hesitate to target beyond these segments — the overall gaming audience is quite broad.
Yandeх data, 2024Where are advertisers running campaigns now?
In fact, the ad budget for Gaming Apps in Yandex Direct grew 200% YoY in 2024.
Checklist: Should you run UA campaigns here?
If 1 or more apply — it’s time to test Russia.
If 1 or more apply — it’s time to test Russia.
Before you publish or advertise in Russia, here’s what to double-check.
This isn’t your usual geo. This market is specific — but it’s highly liquid and has its specificity and workarounds.
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 – seamlessly and effortlessly.
Plus, there’s a bunch of alternative stores that ensure broader reach for various smartphone models:
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:
Label anything health or finance as 18+
Avoid sensitive terms — especially around politics or religion
Localisation is always better than auto-translation
Russia-based users are picky — and platforms are too.
If your store page looks like it was auto-generated, good luck.
Apps that do well usually localize:
App titles and metadata
Descriptions, screenshots, and video
Push and onboarding copy
Pricing and time formats
When localizing, make sure your product's fonts support the Cyrillic alphabet