2025年12月俄罗斯游戏市移动场广告趋势洞察报告

Investment Rating - The report indicates a cautious investment rating for the Russian gaming market, particularly in mobile advertising, reflecting a stable yet competitive landscape [4][6]. Core Insights - The Russian mobile gaming advertising market experienced a "rise and fall" trend in ad volume from January to February 2025, with a recovery noted at the end of February [4][6]. - Casual and puzzle games remain the primary focus for ad spending, with a notable interest in PVP and simulation elements among Russian players [4][11]. - Chinese developers dominate the advertising market in Russia, significantly outpacing other foreign competitors, with Vietnamese firms as key challengers [11][17]. Summary by Sections Overall Advertising Scale and Trends - In January-February 2025, the Russian mobile game advertising market showed a weekly trend of "rise and fall," with a 13.2% increase in ad volume in the second week of January, followed by a decline until a 12.2% increase at the end of February [6][7]. - The number of apps being advertised remained stable, with over 9,000 games consistently in the market, indicating a stable competitive landscape [6][8]. Advertising Volume Trends - The weekly advertising volume fluctuated, with notable increases and decreases, reflecting a dynamic market environment [7]. - The number of apps advertised showed minor fluctuations, maintaining a consistent presence in the market [8]. Category Advertising Volume and Competitive Insights - The distribution of advertising across game categories in Russia aligns closely with global trends, with casual and puzzle games leading in ad volume [11][12]. - The competitive landscape is heavily influenced by Chinese developers, who hold a significant market share, followed by Vietnamese developers [15]. Media Platform Insights - Advertising networks are the primary channel for game developers in Russia, accounting for 97% of the market, with local media platforms like Yandex and Vkontakte being significant players [17][19]. - The main game categories advertised on local platforms include role-playing and strategy games [20]. Creative Material Characteristics - Video ads dominate the advertising format, with vertical videos making up 40.3% of the total, and the most common video length being 16 to 30 seconds [24][25]. - The use of engaging video content aligns with current mobile user preferences, enhancing the effectiveness of advertising campaigns [24]. Developer and Product Insights - The report lists the top developers and their main products in the Russian market, highlighting the competitive nature of the landscape [30][33]. - New entrants in the market are also identified, indicating ongoing competition and innovation within the sector [35].